Nielsen released its first-ever report on the purchasing and viewing habits of U.S. veteran consumers—超越制服：今日退伍军人消费者概览—in collaboration with the HeroZona Foundation at the HeroPreneur National Veteran Business Summit (NVBS) in Phoenix, Ariz. Chad Dreas, SVP, Media Effectiveness and executive sponsor of our Support and Employee Resources for Veterans (SERV) employee resource group, presented an overview of the report at the Business Diversity Summit, co-hosted by the Arizona Hispanic Chamber of Commerce.
Beyond the Uniform breaks new ground as the first report in our Diverse Intelligence Series on veteran consumers and shows Nielsen’s ability to tell diverse consumer stories of all kinds. The report peels back the layers of U.S. veteran consumers’ lives and behaviors to provide actionable insights for marketers seeking to reach this informed, active and civically engaged consumer group. For instance, veterans show a preference for traditional media platforms, and are more likely to listen to the radio, read newspapers and watch television than the U.S. total population. Military recruitment advertising has followed a similar pattern: 84% of the ad spend in this category in 2017 came on these platforms. However, we also find that nearly one-fifth of veterans report spending at least one hour per day on social networking sites. Veterans are becoming more digitally savvy along with the total population, and brands and advertisers seeking to reach these consumers must not overlook emerging digital platforms when designing their outreach strategies.
"退伍军人家庭比美国普通家庭花费更多，购物次数更多；这为能够接触到他们的公司提供了巨大的机会，"Dreas 说。"我们的报告探讨了退伍军人固有的生活经历，这些经历将退伍军人团结在一起，并推动了公民参与和户外活动等行为。这些都是企业在设计营销计划和产品时需要把握的重要趋势，以便更好地接触这些消费者。
The NVBS is primarily designed to create business opportunities for veteran-owned businesses. Jim Corbett, SVP and Chief Procurement Officer for Nielsen, also attended the conference and met with many veteran entrepreneurs and business owners at the business fair, which kicked off the summit. Interactions like these with diverse business owners are valuable for our corporate supplier diversity program, which infuses diversity and inclusion into our supply chain, which is a key goal of our overall diversity and inclusion (D&I) strategy.
这份报告以及我们在 Heropreneur NVBS 上的整体表现，都是由我们在 SERV 中尽职尽责的员工和领导精心策划的。这些员工和他们的家人为实现比自己更伟大的目标做出了巨大牺牲。这份有史以来第一份关于退伍军人群体的报告是对他们的领导力和为公司乃至整个社会所做贡献的致敬。
“Aside from being a vehicle for Nielsen to inform clients and engage diverse consumers, Beyond the Uniform is an example of corporate inclusion at work for the business,” said Andrew McCaskill, SVP Multicultural Marketing at Nielsen. “Our veterans business resource group saw a commercial opportunity for us to help clients see that veteran consumers have unique needs and behaviors and that insightful engagement is a pathway to growth. It’s a perfect example of inclusion as the author of innovation.”
Pictured above: Chad Dreas presenting key insights from Beyond the Uniform: A Look at Today’s Veteran Consumers at the HeroPreneur NVBS Business Diversity Summit.
