Radicalism, aspiration and the power of the irrational: Consumer trends from the Future Foundation

Joseph Clift
Warc

With a volatile economy reshaping consumer attitudes and increased digital connectivity fragmenting the media marketplace, marketers need to find new ways of cutting through. Speakers at Radical Times – Radical Response, a Future Foundation client conference held in London in October 2011, gave a variety of insights on this central issue for marketers.

The day's presentations, based on the Future Foundation's own data, also tracked the various trends affecting today's consumers.

The economic background

The impact of the volatile economy on consumers was covered by Richard Nicholls, account director at the Future Foundation. At time of writing, there are several major obstacles to sustained future GDP growth in the UK, including ongoing market uncertainty about bailouts in the Eurozone, rising unemployment, high inflation, falling house prices and the impact of government spending cuts.