The Compromised Consumer: Marketing insights from the European Parliament Elections 2014

This article explains what the results of the 2014 European Parliament elections say about post-recession 'Compromised Consumers' and their attitudes to authenticity, confidence, polarisation, transparency and trust.

The Compromised Consumer: Marketing insights from the European Parliament Elections 2014

Michael BrennanTrajectory Partnership

Executive Summary

  • The recent elections to the European Parliament generated a huge amount of comment
  • Much of this was one-dimensional – focused on an apparent populist lurch to the right
  • Yet the results and turn-outs were far more nuanced than you may have been led to believe
  • In contrast to Yeats the centre did hold, and firmly so (despite the lack of conviction among the best)
  • But there are important lessons for marketers within these European electoral dynamics, particularly because they relate to authenticity,...

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