Survivalists & Selectionists: How CPGs Understand Demographic Divides Through Location

### Consumer Packaged Goods (CPG) industry is adapting to changing consumer habits due to limited population growth and wage stagnation in developed markets, resulting in a shift towards two key groups: Survivalists (millennials and retirees on a budget) and Selectionists (Baby Boomers and Gen X with disposable incomes). CPG companies are using location data to identify where products fit within these socioeconomic divides and supply them to the right customers at the right time. This includes analyzing weather patterns, tourist density, and demographic data to inform product placement and marketing strategies. The use of Location Intelligence is transforming various roles across CPG companies, including Trade Marketing Managers, Brand Managers, Sales Managers, and Operations Managers, who are now using external and internal data to drive strategic decisions such as product launches, point-of-sale planning, territory management, and supply chain network design.