J. Walker Smith

J. Walker Smith

Business Trend Analyst
Fee Range
Exact fee falls within this range
Traveling From
North Carolina

Program Descriptions

  • Consumer Marketing Trends
  • Generational Marketing Trends
  • The Marketplace & Social Importance of Baby Boomers


Biography Read more

J. Walker Smith, Ph.D., is president of Yankelovich, Inc., a marketing services consultancy specializing in lifestyle trends and marketing productivity solutions.

Walker is the co-author of four books: Generation Ageless: How Baby Boomers Are Changing the Way We Live Today…And They’re Just Getting Started (2007); Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity (2005), excerpts of which have been published in BrandWeek, DIRECT, AdAge POINT and Marketing Management; Rocking the Ages: The Yankelovich Report on Generational Marketing (1997), a highly regarded assessment of generational marketing strategies; and Life Is Not Work, Work Is Not Life: Simple Reminders for Finding Balance in a 24/7 World (2001), a collection of short essays and personal reflections on work/life balance that The Wall Street Journal selected as one of the 10 best work life books of 2001.

Described by Fortune magazine as “one of America’s leading analysts on consumer trends,” Walker is a much-sought-after speaker and authority on social trends in America whose quotable insights appear regularly in the national media and business press. He is featured on a weekly commentary called “City Views” for Smart City, a public radio show about cities and community life, and he writes regular columns in Restaurants & Institutions, Marketing Management and Media. Walker and his ideas and insights have been prominently featured and profiled in many publications, including a cover story about him in the May 1998 issue of American Demographics.

Before joining Yankelovich, Walker was Director of Research for DowBrands, Inc. He is a director of Premiere Global Services, a member of the Board of Advisors for the School of Journalism and Mass Communications at the University of North Carolina at Chapel Hill and a director of the American Marketing Association Foundation. He was a summer lecturer at the annual School of Marketing Research at the University of Notre Dame for 14 years, and he is a past vice president of the Marketing Research Division of the American Marketing Association.

Walker holds three degrees from UNC Chapel Hill, including a doctorate in mass communication research. He was the commencement speaker for the UNC-Chapel Hill 2005 Graduate School Doctoral Hooding Ceremony. Walker and his wife, Joy, live in Atlanta.

Yankelovich delivers measurable breakthroughs in marketing productivity for our clients. For more than 30 years, The Yankelovich MONITOR® has tracked and forecasted consumer value and lifestyle trends. Our Insights Integrationsm solutions directly link our key research findings on why people buy to databases of customers and prospects. The Segmentation Company (TSC) is a full-service custom research and consulting firm that helps clients precisely target their customers through segmentation and brand equity and positioning work. Yankelovich and TSC are headquartered in Chapel Hill, NC.

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