This is the modern world

The Willy Lohmans of the world may not like it, but today's purchasing managers are more likely than ever to be female or members of a minority - if not both. Based on research it recently completed, Penton Publishing, Cleveland, says that in 1993, women and minorities accounted for 41.5 percent of all managers, engineers and purchasing agents - a figure that's up dramatically from 31.4 percent in 1983. Of the total number of people who had an influence on company purchase decisions, Penton found 30 percent were non-Hispanic white women, 4.4 percent were minority women and 7.1 percent were minority men.

Penton also discovered that in 1993, 55.2 percent of all workers were women or minorities. In 1983 the figure was 51.6 percent. Based on these findings, women, blacks, Hispanics and other minorities will make up two-thirds of the 51 million people expected to enter the workforce between 1992 and 2005.

What would Ned Flanders say?

Protestants - even if they're the teachers of the creed - aren't necessarily optimists. And while America's religious right garners vast quantities of media attention, the rest of the country seems to get fuzzy when it comes to defining beliefs. The Barna Research Group Ltd., Glendale, Calif., has conducted research with both Protestant pastors and lay people of various faiths, and the results provide several snapshots of America's confused religious side.

We're used to hearing about the high levels of dissatisfaction among folks in various occupations, but pastors? Barna surveyed 413 Protestant pastors, 41 percent of whom believe that if Jesus Christ returned to the world today he would say that the Christian church is "showing little positive impact on souls and society." An equal portion of the holy folk think he would describe the church as "doing a respectable, if not wholly successful job." Two percent agreed with a much more positive assessment and 3 percent felt a much more negative description would fit, while a relatively amazing 13 percent were not sure or were disinclined to make an assessment. The flip side of the finding is that Barna research with lay people shows that 67 percent have a relatively high level of confidence in the clergy and 70 percent believe the church does a good job of meeting people's spiritual needs.

Of course, lay folks' answers may be attempts to balm guilty consciences: Only 42 percent of the 1,015 adults who participated in Barna's random nationwide survey said they had attended a religious service in the previous seven days - down from 49 percent just three years ago. Some 71 percent of survey participants (up from 67 percent in 1991) do not believe in absolute truth. Equal numbers believe there are no absolute moral standards that apply to everybody. Although nine out of 10 adults own a Bible, only 45 percent believe that everything in the Bible is meant to be taken literally. But Americans are willing to suspend their disbelief: 72 percent of those surveyed believe that all of the miracles described in the Bible actually took place.

Barna's research uncovered a handful of odds and ends, too: While 88 percent think Jesus Christ was a real person, 42 percent buck traditional tenets of Christian faith and say that Christ sinned. While 72 percent of respondents maintain a belief in the traditional Christian view of God as an omniscient, omnipresent being, only 61 percent believe that his nemesis, Satan, is a living being. Still, 39 percent believe that people who do not consciously accept Jesus Christ as their savior will be condemned to hell. Three in 10 get new agey when they describe God: Among them, God ranges from being the realization of all humanity's capability to do good to a pretty flower. Finally and genuinely oddly, 10 percent of those surveyed believe that Noah was married to, yes, Joan of Arc.

Stress: The battle goes on

In the not exactly earth-shattering news department: It turns out the leading cause of stress around the world is - wait for it - work. Somewhat surprisingly, though, the international survey that unmasked the culprit 54 percent of the 5,300 adults polled cited their job as the chief cause of stress-outs - also discovered that the United States is not the worldwide leader in that department, Hong Kong is. In the U.S., a below-average 52 percent pointed to work; in Hong Kong, the leading work-stressed nation, 67 percent feel the heat from their job. A big chunk of the folks surveyed (46 percent) add that the situation at work has worsened in the past two years. Other stress inducers included money worries (29 percent), personal relationships (20 percent) and personal/family health problems and bereavement (20 percent). The survey was conduced by Harris Research of London for the London-based Associates for Research Into the Science of Enjoyment (now there's a stress-free job).

All that work-related stress – most of which, again not surprisingly, is caused by overwork - takes a toll: One in five (18 percent) office workers have taken time off because of stress (27 percent in the U.S.). What's worse, 34 percent of office workers say they wouldn't pick the same career if they had it to do allover again. Even 27 percent of the CEOs queried said they'd go a different route if given another chance.

Workers relieve stress in a variety of ways, most (81 percent) cool out by chatting and joking with colleagues. People also relieve stress by taking a coffee or tea break (68 percent - the news about caffeine apparently travels slowly), performing a different mix of jobs each day (59 percent), having a soft drink (50 percent), taking a walk at lunchtime (44 percent), varying work hours (41 percent) and of course that old favorite, smoking (27 percent). After work, another cluster of activities relaxes folks worldwide: Talking to friends and listening to music (both 76 percent), reading (74 percent) and watching TV (70 percent) all sound like relatively healthy ways to unwind, and they lead more indulgent routines such as dinner at a restaurant (58 percent), drinking coffee (37 percent), drinking tea (30 percent), smoking (28 percent) and drinking alcohol (25 percent). Boozing's low rank at the end of the day was outstripped by its unpopularity during the work day. Where Western work culture especially once gladly included lunchtime cocktails, now only 5 percent of those surveyed have a mid-day bump to relax.

Rubber duckie's been bumped

More than half of the women surveyed by Bruskin/Goldring Research, Edison, N.J., said the star of their bath time playmate fantasies was their husband or boyfriend. Fill the tub and toss them in, gals - realize a dream and get your man clean all in one fell swoop. Women who were a little more creative, fantasy-wise, favored the "Diet Coke guy" (no wonder his first name is Lucky) when presented with a list of potential celebrity bathing partners. Diet Coke man pulled 59 percent of the vote, followed by Denzel Washington (27 percent), David Letterman (12 percent) and John Tesh (2 percent). (Apparently the mentions of trade publication editors were statistically insignificant.) 

Lack of creativity was not just a female thing: 53 percent of the dudes surveyed picked their wives/girlfriends as their first choice for bath/shower activities (they did if they know what's good for them). Among those who mentally searched outside the home for sudsy recreation, many (42 percent) wanted Heather Locklear to come over to their place for a cleansing. The list was completed by Janet Jackson (37 percent), Kathie Lee Gifford (18 percent) and Christy Turlington (4 percent). Both men and women (61 percent) deemed Madonna "most in need of a cold shower." A fifth of the survey participants thought Demi Moore and husband Bruce "What you talkin' 'bout" Willis were likely to have fun mutual baths, while folks thought Rush Limbaugh (30 percent) and Barney the Annoyasaurus Max (23 percent) were most in need of a dunking. 

On the side: People (35 percent) is the most popular bathroom magazine for women. It was followed by Good Housekeeping (32 percent), Vogue (21 percent), USA Today (8 percent) and Weight Watchers (5 percent). Men like Sports Illustrated (42 percent), Playboy (18 percent), Consumer Reports (15 percent), USA Today (13 percent) and People (11 percent).

Population check

Hang onto your chairs, folks, plenty of people are scheduled to arrive on the planet before the millennium's over. Strategic Mapping Inc., Santa Clara, Calif., has released American Profile, its 1994/1999 demographic estimates and projects, which are based on the 1990 census. According to SMI, the United States will gain 13 million people by 1999 - a 5 percent increase over the 1994 population to hit 273.8 million. The regions expected to grow most rapidly are the West (8.5 percent) and the South (6.2 percent). Nevada is projected as the fastest growing state at 19.6 percent, though California will gain more that 2 million souls and Florida and Texas will add 1 million each. Rhode Island, Connecticut and Massachusetts are expected to lose, but under 1 percent each. The District of Columbia will lose the most- 7.1 percent.

SMI thinks Asians, with a growth rate of 22.5 percent, will outpace Hispanics as the fastest-growing ethnic population. By 1999, there will be 10.8 million ethnic Asians in the United States, 3.9 percent of the total population. Real increases in Asian populations should be found throughout the country as all states except Hawaii and D.C. should see doubledigit growth. SMI sees the Hispanic population growing by 16.6 percent. By 1999, one in eight Californians will be Asian and one in three will be Hispanic.

Baby boomers will move firmly into middle age, making that group the bulkiest in the next five years. The number of folks 35 to 64 will increase by 10.8 percent. The only group losing members will be young adults (20 to 34), the number of which should decline by 2.1 million (3.5 percent). Some 2.7 million additional folks 65 and older and 2.4 million more kids under 20 will be counted in the next half-decade. The median age of the U.S. population is projected to reach 35.6, but it will range from 26.6 in Utah to 39.1 in Florida. The 1999 average is almost three years older than the 1990 average of 32.6.

The casual trend

If suits and ties are de rigeur everyday around your office, perhaps it's time to show the boss some numbers from Waldbillig & Besteman Inc., Madison, Wis. The firm queried 1,100 marketing professionals in the Upper Midwest and found that 56 percent get to wear casual clothes at least one day a week. Most of the time, Friday's the day for easygoing styles (75 percent). Of course, the other 44 percent of firms have no casual day, but only 20 percent have a strict dress code.

On the other hand, casual day may be more of a headache than a break—sometimes it's tough to negotiate the line between too tight and too casual—so you may want to blow by that bit of news and casually let the chief know that W&B also found that 25 percent of the firms it surveyed have "summer hours" policies that let employees restructure their schedules so they can enjoy the sunshine (let's face it - that means "play golf"). That ought to appeal to the old warhorse.

Retailers catering to 50-plus shoppers

As usual, the rules you thought were set in stone have been proven malleable. The Washington-based International Mass Retail Association surveyed a selection of mass retailers and suppliers, as well as 500 consumers 50 and older in five major cities around the country, in an effort to gear up for an expected jump in the number of shoppers in that age range. The survey results give the IMRA ground to stand on as it clears up some misconceptions about older consumers:

  • The 50-plus shopper is not strictly a bargain shopper. Some 60 percent of consumers surveyed feel strongly that consumers over 50 believe that paying more for quality is the best value.
  • Older consumers do indulge themselves. Three-quarters of those surveyed will not hesitate to spend money on themselves whenever they want to.
  • Over-50s impulse buy. Almost half of those surveyed said they often come home with a spontaneous purchase.
  • Older shoppers do read, even study, labels. 
  • Nearly half of those surveyed do not care that much about age-based discounts and special shopping days. 
  • Brand equity is important to older shoppers - nearly half have a strong preference for established brands. In response to older consumers' needs retailers are making a number of moves:
  • 54 percent of retailers have scattered chairs throughout their stores to give folks places to rest while shopping.
  • 75 percent have made restrooms more accessible and have added quick check-outs to their services.
  • 48 percent are making employees more available to help shoppers.
  • 75 percent have made in-store signs easier to read.
  • A third of suppliers are reconfiguring or reformulating products to better meet the needs of people over 50.
  • Almost a third of the suppliers surveyed have redesigned packaging and labels to make them easier to read.
  • 58 percent of retailers and 19 percent of suppliers tailor their print ads to older consumers.

1-800-Results

Still making your customers call you on their dime? Cincinnati-based MATRIX X Marketing Inc.'s 1994 National 800-Number Image Research Summary indicates that the savings probably aren't worth it. The random telephone survey of 300 people found that a whopping 91 percent think all companies should have a toll-free number. And 85 percent think highly of companies that provide an 800 number. The survey's slightly ironic finding is that only three-fourths of those polled said they had ever used an 800 number – go figure.

Not surprisingly, folks (especially older ones) like to get a real human being on the line when they call, and they like to be able to reach them around the clock - 68 percent feel 24-hour access is key to making the services convenient. The survey also shows that those with incomes of $40,000 and more use toll-free numbers most frequently and are more likely to order products rather than request information than people with incomes below $40,000. Almost three-quarters of those surveyed rely on toll-free numbers to obtain information about products, services and bills. They also use them to order catalogs and locate dealers. Some 55 percent use them to order products, make reservations and subscribe to magazines. The use of toll-free numbers for checking/authorizing credit cards rose from 2 percent in 1992 (the last time the survey was conducted) to 9 percent. Calls for repair work (13 percent) and complaint calls (11 percent) held steady from 1992.

Info superhighway runs over print

Perhaps the beloved Christmas Wishbook was just the first to fall. The advance of the information superhighway will result in diminished use of conventional means of communication, such as catalogs and print ads. The prognostication is based on the results of a survey of 2,000 U.S. executives commissioned by USA Chicago Inc., a marketing and communications agency, and Crain Communications' Advertising Age and Business Marketing. The survey involved qualitative and quantitative analysis of the opinions of executives in information-intensive industries such as publishing, health care, banking, retailing and broadcasting.

Many of those surveyed expected the growth in overall communications spending to occur in the interactive and online media. Of those who expect spending to increase, 50 percent see a rise in the use of online newsletters, 49 percent predict an increase in online sales brochures, and 46 predict that faxed communications will increase. Nearly 70 percent of those surveyed are using the info superhighway now or expect to within the next four years.

Of the executives who expect an increase in communications use and spending, only 15 percent thought they'd see an increase in print advertising. A third of the respondents believe that the traditional ad agency is ill-equipped to handle the needs of technologically advanced clients.

The study was conducted under the auspices of the Small Business Institute of Northern Illinois University.

Frozen foods continue to fly

New York-based FIND/SVP predicts that by 1997, the total supermarket dollar volume for all prepared frozen foods will hit $9.9 billion. That's a dollar-based annual growth rate of 1.9 percent from 1993 to '97. Who is going to be buying all those ready-to-thaw foods? Of all American women who are the head of a household, 26.5 percent buy frozen stuff. Nearly 24 percent of the households that currently shop for frozen entrees will use between four and six packages in a given 30-day period. The profile of the frozen food fan looks like a 35- to 44-year-old college graduate, part-time employee who is white and lives in the Northeast or South. He or she earns $30,000 or more and lives in a household of less than five people with no children or children between ages 1 and 6.

These boots are made for hiking

Mark Trail isn't the only one who enjoys the outdoors. Almost 19 million Americans like to hike, making the pastime more popular than cross-country and downhill skiing, mountain biking, mountain and rock climbing, saltwater fishing, fly fishing, water skiing and sport shooting. The minimal amount of equipment required no doubt contributes to the acti vi ty' s popularity. While 381,000 spent at least 52 days a year hiking and backpacking in 1987,799,000 fit that bill in 1993. In 1993, nearly 6 million people went hiking or backpacking at least once. Utah and Idaho have the highest rate of participation – though the Portland/Vancouver, Denver/Boulder and Seattle/Tacoma areas are the metro hiking hotbeds while California and Washington have the largest numbers of outdoorsy types. In 1993, 51 percent of all hikers and backpackers said they would increase their participation; only 6 percent said they planned go less often.

The figures come from the North Palm Beach, Fla.-based Sporting Goods Manufacturers Association's 1994 National Hiking/Backpacking Participation Survey - which is based on American Sports Data Inc.'s syndicated tracking study of 15,000 people.