Meet the Just Nots, first identified by LS:N Global in 2011. They pay
their taxes, work hard and do all the right things. But from
Leicester to Lymington and from Berlin to Los Angeles, millions today
just not making ends meet, just not making it onto the property ladder
and just not living the lives to which they aspire. They are
politicians, misrepresented by the media and ignored by brands.
France’s former President Nicolas Sarkozy called them ‘Alarm Clock
France’. The UK Labour Party leader Ed Miliband has called them the
‘squeezed middle’. Economists call them adults in low-to-middle-income
households (LMIs). We name this group after their frustrations. Often
families with annual household incomes of between £15k and £23k, the
Just Nots are almost, but just not, making ends meet.
‘They work hard, they are decent to other people, they are trying to be
aspirational,’ says trends analyst Sean Pillot de Chenecey, who has researched this group, ‘but they are just not
getting the benefits.’
Click through the sections on this page to see how The Just Nots trend has been manifest since 2011.
& Gamble releases an advertising campaign for its Ivory soap that
celebrates the heritage and simplicity of the product. At around
the same time Procter & Gamble announces a change in its marketing
strategy to target both high-end and lower-end markets.
Key Development: Brands are targeting the increasingly polarised market and looking to please both high-end and lower-end consumers.
UK supermarket group Morrisons
reports a 2.4% increase in comparable sales in the third quarter of
2011, as it focuses on selling groceries rather than diversifying into
electronics and other goods.
The brand also opens the first of three pilot convenience stores called M Local in Ilkley, Yorkshire.
by design agency FITCH, M Local is designed to deliver higher quality
than its convenience store competitors, providing a ‘market-fresh’
quality of produce, instead of a ‘supermarket-fresh’ quality.
Key Development: As people become busier and more interested in the provenance of food, convenience stores offering value-for-money fresh produce begin to thrive.
that 85% of transactions in its stores are paid in cash or with cash
equivalents such as food stamps, Walmart launches a service that enables
consumers to order online and pay on collection or delivery.
Key Development: Such services appeal to Just Nots who want the convenience of
click-and-collect shopping, but do not have access to traditional
a bid to appeal to Parisian Just Nots, supermarket chain Carrefour
opens its first store dedicated entirely to affordable organic produce.
Key Development: Carrefour’s adoption of locally sourced food and organic products, sold at a low price, indicate the Just Nots’ growing interest in organic products and shows that they won’t compromise on quality.
Britons are choosing
increasingly savvy ways to shop for groceries, with bargain-hunting top of the
agenda, according to a recent report by Datamonitor.
are increasingly the top consumer choice, with nearly half (48%) of consumers
choosing own-label ranges to save money, resulting in lower-priced retail
chains such as Aldi or Lidl increasing their share of basket among value-conscious
consumers, according to the report.
hunters are better informed than ever and markets are adapting.
Discount store Poundland announced plans to introduce its own
beauty range, available in stores from October 2014.
Featuring over 100 pieces
including eight foundations, 39 nail varnishes and lipsticks in the
season's key colours, the range will sit alongside key beauty brands including
Nivea, Revlon and Rimmel that are already available in store.
Key Development:Poundland's branding of the cosmetics range
appeals to consumers who are looking for basics with a premium feel.
Pokit, developed in partnership with
MasterCard, is aimed at a demographic who earn between £10,000 (€13,975, $15,373)
and £30,000 (€41,926, $46,123) per year, offering a low barrier to entry at
£0.99 (€1.38, $1.52) a unit. Pockit also offers an app service that helps users
better regulate spending by keeping them informed about key outgoings.The
data, collected by Pockit, will add to MasterCard’s already vast databank of
card users, enabling it to better understand this key demographic.
the underserved and underbanked platforms like Pockit offer
customers a way to regulate their cashflow using a prepaid card.
Budget brand Costco is working
with Beauty’s Most Wanted, a collection of
world-renowned beauty experts. It now stocks lines from brands such as Pati
Dubroff and Jenna Hipp, which have graced the shelves of top concessions across
the globe and usually sell at eye-wateringly premium prices.
Key Development: Beauty lovers can now shop for premium brands
wholesale at Costco alongside its value-pack toilet rolls, discount
home appliances and deluxe-sized foodstuffs.
According to Generation Rent, the Halifax bank’s annual report
about first-time buyers, the proportion of those aged 20–45 who are putting
money aside for a deposit fell 6% in the last year to 43%. This is the first
time this figure has dropped since the study began five years ago.
Key Development: After years of facing
inflated house prices across the country, Millennials and Generation Xers are
succumbing to the idea that they may be renting forever.
The number of Millennials choosing to live at the family home post-recession is rising, according to a report from the Pew Research Center.
While the 18–34 age group has grown by 3m since 2007, 5m more Millennials live with their families in 2015 than in 2007, despite national unemployment decreasing from 12.4% in 2010 to 7.7% in 2015, and average weekly earnings increasing from £352 (€501, $547) in 2012 to £370 (€526, $574) in 2015.
Key Development: Stuck in adultescence, Just Not Millennials are prioritising experience and conspicuous consumption over the attainment of traditional milestones.
BuyMeBy automates the discount process, altering an item’s price as the product nears its expiry date.
What began as an award-winning concept at a New York hackathon is fast becoming one of the smartest solutions to reduce waste. Still in its infancy, BuyMeBy could provide a much-needed update to the way in which food retailers market and manage their perishable goods. ‘We are helping to get food to the underserved, either if you’re on a really low budget or you’re homeless, and that reduces waste by tons,’ says Carlos de Santiago, CEO of BuyMeBuy.
Key Development: Consumers often ignore food nearing its expiry date, leaving perfectly good products on supermarket shelves. BuyMeBy enables Just Not shoppers to browse expiring products at reduced prices.