The UK in 2014: Marketing to the post-recessionary consumer

This article examines what will be the long term impact of the recession in the UK, and which of the recent consumer trends are specific to the recession and which are independent of it.

The UK in 2014: Marketing to the post-recessionary consumer

Michael BrennanTrajectory Partnership

Introduction

We've seen a range of indicators pointing to an improved economic performance from UK PLC in 2014. Equally we've seen a range of indicators suggesting little will change for the better for many UK PLC households.

Lancing this apparent dichotomy is a question that we at Trajectory have been asked by a number of clients this year which is broadly – what will be the long term impact of the recession on the individual consumer psychology and specifically– which recent...

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