Embedded Files
Modul 1
31/10
The American consumer
The American consumer
Each group must:
Research (via articles or data) and describe your assigned consumer(s): lifestyle, income, values, habits (both consumption and general habits).
Identify what shapes their consumption — e.g. social class, geography, culture, media, or (generational) values.
Present your findings with visuals (charts, ads, or product examples).
Suburban middle-class family
Suburban middle-class family
Couple with two kids, nice house, SUV, busy lifestyle.
Big-box retail, convenience, family-oriented spending, brand loyalty.
Young urban professional (YUPPIE)
Young urban professional (YUPPIE)
25–35-year-old living in a city, tech-savvy, single or in a couple.
Online shopping, subscription services, “experiential” spending (travel, food, fitness).
Rural working-class family
Rural working-class family
Lives in a small town, values practicality and price.
Discount stores, Walmart culture, brand loyalty tied to trust/value.
Retired couple (Baby Boomers)
Retired couple (Baby Boomers)
Empty nesters with stable income, perhaps RV or travel interests.
Health care, leisure, nostalgia brands, stable consumption habits.
Environmentally conscious millennial/Gen Z
Environmentally conscious millennial/Gen Z
Lives in urban areas, cares about sustainability and social justice.
Thrifting, ethical brands, second-hand economy, minimalism.
Immigrant family (e.g., Latin American or Asian background)
Immigrant family (e.g., Latin American or Asian background)
Mix of traditional and new consumption habits.
Balancing affordability, remittances, ethnic groceries, brand trust.
Module 2+3
4/11
Presentations - consumer groups
Presentations - consumer groups
All groups show their picture and talk about who they are, where you find them, what they are like, how and what they consume etc.
Attitudes to sustainability in American consumers
Attitudes to sustainability in American consumers
Read this text and look up words you do not understand or find tricky:
Report: US Consumers’ 2024 Sustainability Score Declines
Comprehension questions:
What is ESV? Research them, are they trustworthy?
Account for the scoring, both 2023/2024 and US/worldwide. What does this tell you?
What reasons does the text give for American consumers being less sustainability oriented now that before?
What US generation is the most concerned about sustainability? Which is the least? How does the numbers compare to the world wide figures?
Who is most likely to buy sustainable goods? The discount shopper or the luxury shopper? Why?
"Shoppers that value brand names are also more likely to be sustainably minded shoppers" What reason does the text give for this?
Discuss:
"ESW’s Global Voices Report Shows Many Developing Countries—including India, UAE, China, and Mexico–Are More Sustainably-Minded" and "some emerging markets are more concerned about sustainability than their counterparts in more economically mature markets". Why do you think that is?
Look at the methodology, how has the survey been made? What would you call this method? Is the study representative? Is there anything that could render a problem with how the study is conducted?
Module 4 +5
6/11
America's greenest companies - intro
America's greenest companies - intro
Introduction to assignment - Company Profile with focus on sustainability
Pick a company here
Module 6
11/11
Hofstede's cultural dimensions and consumption
Hofstede's cultural dimensions and consumption
Here you find Hofstede's comparison tool
Look up the numbers on the different dimensions for USA.
Ask yourself, do you think an Individualistic society is more or less likely to be sustainability conscious than a Collective society?
Discuss, how can the different dimensions affect how a person/group think about sustainability, the enviroment and climate change?
Quiz & switch - vocabulary exercise
Now, read this the article distributed in class and reflect on how this might affect our understanding of the Hofstede model. What are the American consumers like according to this research?
Module 7+8
13/11
Time to work -
Time to work -
America's greenest companies - company profile
America's greenest companies - company profile
Pick at least one of the statistics in the article linked and work it into your company presentation.
Module 9
14/11
How does tariffs affect your chosen company and what strategies have they adopted to handle the situation? Reserch and add this to your presentation.
Module 10+11
18/11
Presentations
Presentations
Module 12
20/11
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Pak opgaven ud
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