The UK in 2014: Marketing to the post-recessionary consumer

Michael Brennan
Trajectory Partnership

Introduction

We've seen a range of indicators pointing to an improved economic performance from UK PLC in 2014. Equally we've seen a range of indicators suggesting little will change for the better for many UK PLC households.

Lancing this apparent dichotomy is a question that we at Trajectory have been asked by a number of clients this year which is broadly – what will be the long term impact of the recession on the individual consumer psychology and specifically – which recent consumer trends are specific to the recession and which are independent of immediate economic circumstances?

recession trends
Figure 1: Recession/Trends Schematic Trajectory Partnership 2013