More Ish: Setting the consumer tone for 2013

Melanie Howard

This is a discussion of 'Ish', the name coined to describe UK consumers' ever-growing insistence on freedom and flexibility.

More Ish: Setting the consumer tone for 2013

Melanie HowardFuture Foundation

'Ish' is the name for consumers' ever-growing insistence on freedom and flexibility, from shorter mobile contracts to try-before-you-buy homes.

Years of what we describe as maximising (the constant search for the best deal) has morphed into 'Ish' – the growing tendency of consumers to espouse far more fluid lifestyles. A sizeable chunk of the population – 27% – tell us they are 'cancelling or reducing personal entertainment contracts/subs/ magazines'. This is a big number for an item that represents relatively small spend. Meanwhile, 44% of the population agree...

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