More Ish: Setting the consumer tone for 2013
Melanie HowardFuture Foundation
'Ish' is the name for consumers' ever-growing insistence on freedom and flexibility, from shorter mobile contracts to try-before-you-buy homes.
Years of what we describe as maximising (the constant search for the best deal) has morphed into 'Ish' – the growing tendency of consumers to espouse far more fluid lifestyles. A sizeable chunk of the population – 27% – tell us they are 'cancelling or reducing personal entertainment contracts/subs/ magazines'. This is a big number for an item that represents relatively small spend. Meanwhile, 44% of the population agree...