NEWS23 February 2012

Nielsen collaborates on consumer trends body

North America

US— Nielsen has teamed up with not-for-profit business research association The Conference Board to launch a new organisation aiming to show business leaders how consumer demands are evolving.

The Demand Institute said its mission is to give public and private sector leaders advance warning of consumer trends so that they can align their investments and strategies to changing demands.

The institute is led by Nielsen EVP Mark Leiter (pictured), who is based in New York. It also has a presence in Beijing, Brussels, Chicago, Hong Kong, Mumbai, Singapore and Washington DC.

Leiter said: “Consumers around the world are estimated to spend over $450 trillion during the next decade on a complete range of goods and services. Understanding precisely how that demand is likely to unfold, as well as the forces and factors that will shape demand, is essential knowledge for business and government leaders across both developed and developing markets. The Demand Institute will connect this knowledge to leaders who require these insights to guide their organisations.”

The Conference Board’s CEO Jonathan Spector added: “Executives across industries and geographies have asked us to build a more holistic understanding of where consumer demand is headed in the world, recognising that this new knowledge will become even more important as our world economy becomes more volatile and unpredictable. We designed The Demand Institute directly in response to their desires. Board directors, CEOs and heads of state recognise that more accurately aligning businesses and government programs to shifting demand creates new opportunities for prosperity.”