Give consumers comfort and hope in these uncertain times

In the gloom of the current economic downturn, many brands are failing to change how they approach consumers, but a few are attempting to encourage and lift spirits.

Give consumers comfort and hope in these uncertain times

Joseph Sassoon

In the economic climate of the past nine months, as we all know, people's wealth, consumer confidence and sales data have plummeted in all markets at an astonishing rate. When they will rebound is anyone's guess.

The best analysts agree that this downturn is unlike any other in recent memory and that consumption patterns are changing in deep, disconcerting ways – reflecting a widespread gloom that is still prevalent. Where does this leave advertising, with its ability to encourage people to spend and so, hopefully, lift us above the...

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