Tag Archives: consumer behavior

Golf Carts Cruising City Streets

If they haven’t arrived already, golf carts could be coming soon to neighborhood streets near you. As consumers look for alternative forms of transportation, these little vehicles are becoming a trendy way to get around. But not everyone is on board.

The pandemic gave golf carts a big boost, with people anxious to get out of the house during the lockdown and interact with others in a socially distanced fashion. Today, demand is at five times its pre-COVID levels, with enthusiasts adopting an entire golf cart lifestyle, using them for most of their outings.

The appeal of golf carts is wide-ranging. Some like that they are less expensive than cars to both purchase and drive, and the electric versions have no emissions. They are popular on social media and have a fashion element to them, being long associated with the wealthy. Today’s versions can be customized to reflect the personal tastes of their owners with everything from premium sound systems and refrigerators to fancy paint jobs and rims. Many just enjoy that golf carts are fun and easy to drive. Since they can access areas that cars cannot, they can eliminate just about all walking. Parking is a breeze.

With their popularity has come backlash. Other drivers complain that slow golf carts impede faster vehicles on the roads and some worry about kids driving them when they don’t have a license or experience on the roads. The size of the carts means they are harder to see and if they are involved in a crash, they do not have airbags or crumple zones to protect occupants. Some don’t even have seatbelts.

Whether golf carts can legally use public roadways is up to state and local governments. Many are looking at their regulations now, determining requirements for street-legal carts and their drivers. With vocal community members on both sides, the decisions are not easy. Even when restrictions are put in place, such rules are not always followed, whether that is willful or due to a lack of awareness.

Activities:

  1. Ask students: Do you think golf carts should be allowed on the streets of your neighborhood (school or home)? Why or why not? What are the current local laws?
  2. The Today Show has a short video about the issues here:  https://www.youtube.com/watch?v=MookuV273I8.
  3. Ask students to form small groups and consider segmentation for the consumer golf cart market. Have them choose two segments that differ substantially in their needs and create a social media ad for each.

Sources: Keilman, John, (11 Aug 2025) Golf Carts Have Taken Over Suburbia. Cue the Resistance, Wall Street Journal. Symes, Steven, (13 Aug 2025) Golf Carts on Public Roads Are Becoming a Problem, Yahoo!Autos.

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“Wicked” Goes Big on Collaborations

Have you seen the movie “Wicked” yet? Not the Tony award-winning Broadway musical which has been on the stage since 2003. But the film adaptation of the play that was just released in November 2024.

If you have seen it, you are in good company as the film has already grossed more than $500 million in ticket sales, and became a social event in the process. And this is only to see “Wicked Part 1.” [The second part of the movie is due to be released in November, 2025.]

The launch and promotion of Wicked looks a lot like that of the Barbie movie last year. Barbie and pink were everywhere in 2023 (and earned $1.4 billion). This year, it’s the pink and green of Glinda and Elphaba we will be seeing everywhere.

As we know, it’s not just the movie itself that generates revenue; it’s also the collaborations between the movie and other brands. In the case of Wicked, there are Wicked-themed products and collections from more than 70+ brand partnerships ranging from Lexus to Conair to Gap.

Here is a sample of the collaborations:

  • Clothing from a variety of vendors.
  • Wicked Starbucks drinks.
  • Wicked beauty travel case ($128).
  • Wicked mystery color mac and cheese cup ($1-$12).
  • Crocs Wicked clog ($70)
  • Zac Posen pleated tulle dress ($595)
  • Faux leather jacket ($70)
  • Plus toys, makeup, jewelry, food, and more.

Unfortunately for one partner, Mattel, there was a packaging setback. The toy company had to pull its line of character Wicked-branded dolls after a misprint on the doll’s packaging inadvertently featured a link to a pornographic website named Wicked Pictures. [Theses dolls are now listed on eBay for far more than were paid at the store!]

Go ahead and sing along!

 Group Activities and Discussion Questions:

  1. Poll students: Who has seen the movie? The play? Did they purchase any merchandise with the Wicked theme?
  2. Show the movie clip for Wicked: https://youtu.be/6COmYeLsz4c?si=xwpgmnYY0YGL4u5g
  3. Show Wicked’s merchandise webstore (includes the play): https://wickedthemusicalstore.com/
  4. Have students search for Wicked-branded merchandise and collaborators.
  5. Divide students into teams. Have each team select a movie that could be licensed to collaborators.
  6. Develop a marketing campaign for the licensing opportunity.

Source: Lassner, E. (3 December 2024). ‘Wicked brand collabs continue flying off the shelves after movie’s record-breaking release. The Hollywood Reporter; Schwartzel, E. (15 November 2024). Inside Hollywood’s big ‘Wicked’ gamble. Wall Street Journal; Whitten, S. (11 November 2024). Mattel pulls thousands of ‘Wicked’ dolls off shelves after printing adult web address on packaging. CNBC.

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Amtrak Tries a New Strategy: Hotel on Wheels

Do you travel by train in the United States?  And did you know that the U.S. has the largest rail transport network in the world at about 160,000 miles? Yet, the odds are that most of consumers not have gone on a vacation riding the train.

Last year, Amtrak carried 28 million passengers, up from 22 million in 2022. And, while there are other train services in the U.S. (particularly commuter trains), Amtrak is the only operator of regularly scheduled long-distance trains in America. It operates more than 300 trains each day to more than 500 destinations.

So, why don’t we travel on vacation by train more? Many reasons, including limited service to destinations by train, and many of the trains and stations are run-down or outdated. We have also become accustomed to air travel, which carries more passengers than do trains.

Environmentally, Amtrak uses 27% less full per passenger mile. Economically, train travel can be much cheaper. So, what is the answer for Amtrak? It will run a multiyear advertising campaign with the tagline “Retrain Travel.”  The ads will also compare rail travel to driving and air travel.

Ready to roll?

Group Activities and Discussion Questions:

  1. Poll students: Have they traveled by train? Why, or why not?
  2. List barriers to travel by train.
  3. Show Amtrak’s website: https://www.amtrak.com/home.html
  4. Also show Amtrak Vacations site: https://www.amtrakvacations.com/
  5. Show the new commercial – “Retrain Travel”: https://media.amtrak.com/2024/10/retrain-travel-30-second-commercial/
  6. Poll students about their opinions of the ad.
  7. Divide students into teams.
  8. For Amtrak, have each team select three different tactics. For each tactic, explain why it was selected and how it will be used. One tactic must be video ads.
  9. Have each team develop a story board for the Amtrak ad.

Source: Deighton, K. (1 October 2024). Amtrak’s new marketing strategy: It’s not a train, it’s a hotel on wheels. Wall Street Journal.

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