The UK in 2015: Fragility, hyper-connectivity and me

This article sets out some of the longer term trends and challenges in the UK which together, it argues, are creating a feeling of insecurity amongst consumers.

The UK in 2015: Fragility, hyper-connectivity and me

Michael BrennanTrajectory

Introduction

The opening skirmishes of the 2015 UK General Election campaign should not distract us from the profound long term challenges facing the global (and therefore UK) economy. While the politicians focus on short term electoral advantage the strategic marketer would be well served to step back from the minutiae of disputed data points to consider the bigger issues at play.

2014 saw UK GDP finally recover to pre-recession levels amid a surge in optimism and confidence. Yet the depth and length of the recession, allied to structural change...

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