Winners and losers in Austerity Britain - insights from RAPP UK and Trajectory
Joseph Clift
In October 2010, the UK government announced £81bn of public spending cuts in its Comprehensive Spending Review.
This dramatic fiscal squeeze - dubbed by the media as representing a return to a 1940s-style Austerity Britain - will have major repercussions. Lower government spending seems certain to lead to lower discretionary spending among consumers - which is, needless to say, not great news for advertisers.
But, naturally, some categories will be hit much harder than others. With this in mind, RAPP UK partnered with researchers at...