or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Toiletries and cosmetics
Futures Company (inc. Yankelovich reports)
Date: newest first
Date: oldest first
Succeeding in low-growth markets
Andrew Curry and J Walker Smith, The Futures Company Trends, Future Perspectives, February 2013
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth.
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth. Themes, or headwinds, of low-growth societies include an ageing population, an unequal society, a larger service sector, a debt overhang and higher energy prices. However, there are growth opportunities to be found. These can be tapped using strategies that include: looking for markets where the headwinds are weaker, such as in Poland or Italy; following the money as demographics change (e.g. older consumers are wealthier and will be looking for "bridge jobs" that will ease them into retirement); reducing energy costs; rescaling innovation; and reducing costs by providing more personalised services.
Post-recession shoppers are changing their attitudes to brands
Rod Street , Warc Exclusive, January 2013
As Europe enters its sixth year of economic turbulence, shoppers' attitudes to brands are changing, possibly forever.
As Europe enters its sixth year of economic turbulence, shoppers' attitudes to brands are changing, possibly forever. Concerns about household finances mean they are cutting back, trading down and buying more retailers' own labels. Food is being prioritised with the result that the household goods category has suffered, with volume sales down 1.3% across the continent. Consumers are now more likely to rely on shopping lists to ensure they buy only what they need and avoid impulse purchases. Manufacturers and retailers are having to respond to changing behaviour as people shop more often but for less each time, by producing smaller pack sizes or developing apps to help shoppers with budget planning and control. Price sensitivity is driving channel and brand migration as consumers seek out bargains and value using voucher and price comparison websites, leading to an increase in trade promotion activity from national brands. Retailers and brands in all countries face problems in retaining loyalty from increasingly fickle shoppers and will need to develop a much deeper understanding of what makes them tick.
More guilt attached to spending
Josie Farnsworth, Global TGI, Dispatches 11, January 2013
The middle-class is feeling increasingly guilty about spending on non-essentials, a shift most marked in Western nations, where TGI notes the emergence of a bargain-hunter mentality in the UK and US.
The middle-class is feeling increasingly guilty about spending on non-essentials, a shift most marked in Western nations, where TGI notes the emergence of a bargain-hunter mentality in the UK and US. In successful emerging markets the picture is different, with middle-class Indian and South African consumers significantly more likely to spend without thinking and those in Brazil and Egypt more likely to pay extra for quality. And while all markets have seen a decline in brand loyalty, the most loyal consumers are to be found among the middle-class in Brazil and China. Potential opportunities exist in developed markets for a positioning that removes the idea of treating, and its association with guilt, in favour of more positive emotions. Although developing markets are more open to price premiums, consumers are fickle in many countries and a premium positioning will require constant evolution.
Britain Thinks: Trust matters in tough times
Deborah Mattinson, Market Leader, Quarter 1, 2013, pp. 19-19
As the recession bites, we all trust a little bit less, so it is more important than ever to walk in your customers' shoes.
As the recession bites, we all trust a little bit less, so it is more important than ever to walk in your customers' shoes. Once the topic of personal finances is introduced in qualitative research, it takes a very experienced moderator to move respondents on, so intense are their feelings. It is increasingly important to go beyond second-hand consumer data. Successful and trusted brands must nurture authentic and meaningful relationships between their own senior teams and their customers. Another key practice involves brainstorming ideas, sharing perspectives between customers and staff and jointly developing strategies that work for all parties.
Debt crisis leads to cautious spending... for some
Josie Farnsworth and Dana Murray, Global TGI, Dispatches 9, October 2012
Economic recession has resulted in increased concerns about debt among a "squeezed" middle class, but attitudes to debt vary widely by country.
Economic recession has resulted in increased concerns about debt among a "squeezed" middle class, but attitudes to debt vary widely by country. There is more anxiety about the issue in markets that have seen sustained recession, in particular European countries like Germany and the UK. By contrast, the middle classes in China, South Africa, India and Mexico are comfortable with the idea of debt, although, as formal debt facilities are less widespread in these markets, few have really used it. Two patterns in attitude emerge with different implications. The middle class in developing markets is increasingly ready to use credit to purchase what they might not otherwise afford, so brands should consider a positioning that meets this need. Price is more important for the middle class in developed markets and brands could combine promotional offers with increasing brand loyalty to stop consumers moving from deal to deal.
Less wealthy, less happy, less trusting: The Futures Company on the UK consumer outlook for 2012
Joseph Clift, Event Reports, The Futures Company, February 2012
A report from a The Futures Company briefing on the eurozone economic crisis and the UK consumer mindset.
A report from a The Futures Company briefing on the eurozone economic crisis and the UK consumer mindset. The main points of the briefing are: The eurozone debt crisis is the biggest single threat to global economic recovery, but a resolution to the current imbalance between creditor and debtor economies within the monetary union could have some very positive effects over the long term; UK households are still suffering from the economic volatility: not only have their finances suffered, but they are becoming less trusting and less happy; the shift in the consumer mindset has big implications for brands. The Futures Company suggests adding another 5 Ps of marketing to achieve success in this new environment.
We are family: Process over product and the kinship economy
J. Walker Smith, WPP Atticus Awards, Highly Commended, 2011
Consumer attitudes have changed in America as a result of the economic recession and continuing unemployment.
Consumer attitudes have changed in America as a result of the economic recession and continuing unemployment. As a result of the downturn the economy is smaller, more volatile and driven by scarcity. In response, consumers have become pessimistic about products and are more interested in processes – that is to say, relationships. They place an increased value on personal relationships, hence the term "kinship economy". In order to be relevant brands need to focus on making themselves part of the consumer's family through processes such as treating customers fairly, respecting their privacy and solving problems.
Shopper marketing: Retail in recession
Tim Eales, Admap, December 2011, pp. 36-37
In the continuing uncertain global economy, FMCG brands need to be more savvy in their price promotions and find new ways to stimulate purchase.
In the continuing uncertain global economy, FMCG brands need to be more savvy in their price promotions and find new ways to stimulate purchase. The trend to spend more carefully is likely to stay but in spite of this, the value on a shopping basket of everyday items increased during 2010 and continued to do so in 2011. This is for a number of reasons. In some countries, more people are choosing to stay home and cook instead of eating out, which adds to the value of the weekly supermarket shop. Equally, however, increases in sales tax rates and the price of many raw materials has also added to that basket value. But consumers are still planning more carefully and resisting the impulse purchase. A 'buy it at the best price when I need it' attitude is leading to changes in retail deals, as shoppers prefer single-item discounts rather than multi-buys.
Consumers, brands and innovation in a stagnant economy - five lessons from Japan
Nicole Fall, Warc Exclusive, Five by Fifty, October 2011
As Japan enters its third decade of stagnant economic growth, it illuminates how other developed countries could fare in the future.
As Japan enters its third decade of stagnant economic growth, it illuminates how other developed countries could fare in the future. It answers the question 'how does a period of prolonged economic weakness affect consumer behaviour?' Lessons that can be learnt from this economy is to invest in micro-innovation, to recognise that young consumers have put aspiration on hold and look for cheaper items, prioritise waste reduction, look at the priorities of a low-pressure generation, and understand the niche connoisseurs who put large amounts of research into all their purchases.
Marketing in uncertain times
Millward Brown Knowledge Point, September 2011
In times of economic uncertainty, marketers tend to shift their focus from long-term strategy to short-term sales.
In times of economic uncertainty, marketers tend to shift their focus from long-term strategy to short-term sales. However, lessons from recent recessions provide powerful arguments for maintaining a longer-term view, even in the face of pressure to cut advertising in favor of promotions. Marketers who resist this pressure and use their budgets effectively and creatively will find that their brands emerge from the tough times in good competitive shape.
YOU ARE IN THE WARC INDEX:
Economics and markets
Economics and markets
Ad spend, economic forecasts
Developing, emerging, growth markets
History of marketing
Market size and advertising
Money and finance
Budgets and procurement
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc