Influential ‘Alpha’ Women Wear A New Attitude Into The New Decade 

Branding Firm Ginger Consulting Releases Third Annual Alpha Panel™ ‘What Women Want’ Survey

Leading-Edge Women Want to Close Door on Downturn, Open Purses, Have Fun 

April Nelson
952-913-5466 | anelson@beehievepr.biz

News Highlights

• Consumer branding firm Ginger today released the results of its 2011 Alpha Panel Survey™. The survey provides a snapshot of Alpha women’s priorities heading into the new decade. 

• Ginger’s Alpha Panel™ consists of 400 Alpha women – consumer influencers and thought-leaders – across 10 metro markets. Alpha females are the tipping point for women – the consumer segment influencing more than 80 percent of all products and services sold in the U.S.

• Sixty percent of respondents indicate they are feeling more upbeat about their personal finances; one in 10 say things have taken a sudden turn for the better. Just 10 percent of Alphas bring a negative outlook into the new decade; down 50 percent from 2010. 

• In 2011, Alphas plan to focus more on organizing their homes (70 percent), personal health and growth (69 percent), learning something new (64 percent) and having fun (60 percent).

MINNEAPOLIS (JAN. 13, 2011) — America’s ‘Alpha females’ say enough of the economic gloom and doom. They’ve cashed in their recession mindsets and are ready to spend, play and grow in 2011, according to a survey released today by Ginger Consulting, a branding and custom research firm based in Minneapolis. Sixty percent of Alphas indicate they’re more upbeat about their personal finances and one in 10 say things have taken a sudden turn — for the better. 

Ginger’s third annual Alpha Panel™ ‘What Women Want’ Survey gathers insight from America’s most influential, ahead-of-the-curve women — those who are six months to two years in front of market trends. Their survey responses signal 2011 and 2012 opportunities for retailers and marketers. The mega niche of ‘women’ influences more than 80 percent of all products and services sold in the U.S.

In a distinct shift from prior years, Alphas’ 2011 survey responses show they’re decidedly more optimistic. Only 10 percent bring a negative outlook into the new decade, according to Ginger Principals Mary Van Note and Beth Perro-Jarvis. “Alphas are tired of feeling limited by the economy. They expect good things in 2011 and plan to lighten the mood and open their pocketbooks,” said Perro-Jarvis. 

“These trendsetting gals are done with doom and gloom,’ Van Note said. “They’re on the move, planning more travel and more personal and job-related growth. They’re ready to have fun again. And we’ve found that where Alphas go, other women follow.” 

Alphas Call What’s In/What’s Out for 2011 

Travel makes a return trip

Travel is back with short trips (71 percent) and girlfriend getaways (59 percent) gaining the most mileage. More than half of Alphas say they’re over ‘staycations’ (58 percent) and a third see longer, luxury trips as an up-and-coming trend (35 percent). These results indicate 2011 is the time to market short getaways that help women relax, renew and reconnect. 

Retail tries on new combinations

Alphas favor global surfing (82 percent) and local spending (78 percent) and now use coupons more for apparel (60 percent) than for groceries (50 percent). Alpha women give the biggest thumbs down to home parties (85 percent), strip center shopping (84 percent) and mall shopping (69 percent), indicating their preference for high-touch neighborhood shops and high variety websites. 

Home is where the spend is

Alphas are staying put and willing to spend on quick and easy home improvements, including painting rooms (67 percent), new pillows and accessories (64 percent) and new furniture (47 percent). In contrast, they’ve packed away their desire to house hunt (67 percent), downsize (61 percent) and complete major renovations (48 percent). It’s all about refreshing and sprucing up.

Alphas look ahead: Make 2011 plans 

With their newfound optimism in hand, Alphas have clear plans for what they’ll do More Of/Less in 2011. Leading the way is organizing their homes (70 percent), personal health and growth (69 percent), learning something new (64 percent) and having fun (60 percent). Finishing last is connecting through social networks (30 percent) and recessionista shopping (19 percent). 

“Alphas lead the way, so these results give marketers a head start on where all women will be within 12 months,” said Van Note. “They’re ready to spend and get on with their lives, but in a new way. The recession reminded these consumers that they’re in charge. Marketers will need to provide more rational and emotional benefits, at a better value, then before.” 

Ginger’s Alpha Panel Survey was conducted Dec. 28, 2010 through Jan. 4, 2011 among nearly 400 members of Ginger’s proprietary Alpha Panel from 10 U.S. markets, including New York, Chicago, Atlanta and San Francisco. More than 150 Alpha Panel members, or 45 percent, responded to the 2011 survey.

New National Survey Finds Lack of Bipartisanship, Loss of Civility Top Concerns for ‘Alpha Women’ 

Ginger Consulting Releases Findings From Third Annual Alpha PanelTM ‘What Women Want’ Survey

Kellie Due Weiland
651-789-2239 | kweiland@beehivepr.biz

MINNEAPOLIS (JAN. 10, 2011) — America’s ‘Alpha females’ — influential, ahead-of-the-curve women — say they’ve had enough of the lack of bipartisanship and decline of civility, according to survey results released today by Ginger Consulting, a branding and custom research firm based in Minneapolis. When asked to rank the issues that “most drive them crazy” — from politics to the economy and social media to manners — Alphas’ top three issues are pointed directly at Washington, D.C.:

1. Lack of bipartisanship (62 percent)

2. Decline of civility overall (61 percent)

3. Political attack ads (54 percent)

Ginger’s third annual Alpha Panel™ ‘What Women Want’ Survey gathers insight from Alpha females in 10 top metro markets. Because Alphas are six months to two years in front of market trends, their views accurately reflect where America’s women are trending across the board, according to Ginger principals Mary Van Note and Beth Perro-Jarvis. “Alphas value action, and they are clearly frustrated and disappointed by what they perceive as unproductive nastiness – especially in politics,” Perro-Jarvis said.

“The Alpha panelists believe that too much anger and too little working together has stalled society at all levels,” adds Van Note. “They’re ready for everyone — from elected officials in Washington to their local governments and school boards — to work together to solve problems at every level.”

Ginger’s Alpha Panel Survey was conducted Dec. 28, 2010, through Jan. 4, 2011, among nearly 400 members of Ginger’s proprietary Alpha Panel from 10 U.S. markets, including New York, Chicago, Atlanta and San Francisco. More than 150 Alpha Panel members, or 45 percent, responded to the 2011 survey.

Survey Verbatim Responses 

• “It amazes me how much time and energy is spent trying to be rude, mean and difficult to each other at all levels, starting with our elected officials and on down to those who you meet on the street day in and out.”

• “…all the bickering in Congress might be resolved if people would try working together and see what a difference government can make. Congress is too polarized. And there's too much attacking on both sides.”

• “Disappointed with elected officials who care more about their careers than about our country.”

• “Bipartisanship these days seems to be characterized as weakness, and that is such a disappointment.”

• “I'd like to see people care more and scream less.”