Looking Up - Trading Off-Not Giving Up

Consumers are "trading off" rather than "pulling back" in their purchases in the recession, this article claims.

Trading Off-Not Giving Up

Last week was another stomach-churning roller-coaster ride on Wall Street. But the really bad news that roiled the stock market was leavened during the week by other, more hopeful news. The bad news about consumers pulling back is not the full story. Consumers are not simply pulling back; they are trading off.

While consumers are indeed doing less, they are also doing more, pushing forward in ways that reflect a heightened focus on trade-offs. In particular, consumers are keeping what they want most by trading off the unaffordable for the affordable ways of getting it. And...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands