In individuals, insanity is rare; but in groups, parties, nations and epochs, it is the rule. Friedrich Nietzsche
Personal Data is worth a lot of money, but nobody knows exactly how much. A Medium post by Wibson gave a figure of $240 a year per person which is good, but at odds with Opiria’s estimate of $5,000 a year.
Wibson’s estimate is only based on advertising data, rather than specific information collected by companies. Estimates for Big Data are a little lower; its value was estimated at $125 billion in 2015 by Forbes.
This means Proctor & Gamble is now in the midst of an experiment. The experiment is, can a brand be sustained without massive amounts of advertising. Nobody really knows the answer but the future of P&G is riding on the outcome. That makes Proctor & Gamble a far riskier investment than it was, because the value of its main assets; the brands, is either slowly disappearing or growing in the Age of Amazon.
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What’s even more frightening is that one bad earnings report from either Amazon or Google might trigger a market crash. Those companies are simply that huge and important to investors; that alone should have us asking if those behemoths are now too “big to fail.”
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Americans have become far more selective about their spending; and old-fashioned 1980s style conspicuous consumption and shopping for shopping’s sake is out. Americans are shopping less and spending only on the things they really need or care about.
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The future for traditional consumer brands looks pretty dismal. Expect to see major consolidation in the consumer products industry in the near future, as companies like Kellogg have a difficult time maintaining market share.
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Instead value investors looking to make a consumer defensive-play should consider retailers like Costco, Kroger, Walmart and Walgreen. Those companies are best poised to take advantage of the new retail realities with deep discounting and large footprints that provide the low prices today’s consumer wants.
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These numbers show us that Proctor & Gamble is a great company with a good business model that generates a lot of float. It has a lot of cash and that cash is increasing. These numbers mean that the revenue losses might not affect the company’s long term operations.
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