Brands must understand the consumer response to continued austerity

This article discusses changes to consumer behaviours in the UK as a result of economic uncertainty, through three key trends.

Brands must understand the consumer response to continued austerity

Deborah MattinsonBritainThinks

Recent headlines on the economy at long last give us some reason for cheer. Yet at the party conferences this autumn, the Coalition Government parties were studiously avoiding trumpeting their success – and with good reason. Despite the fact that 46 per cent now feel optimistic about the economy – up 25 per cent since March – they also tell us that they are not yet feeling this in their own pockets.

Recent focus groups spell this out. Consumers know that they are being told that things are...

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