Who are the UK’s ‘adapting consumers’? | WARC | The Feed
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Who are the UK’s ‘adapting consumers’?
Around a fifth of UK consumers appear to be in a position to ride out the present economic storm, but in reality they are very worried and are making a lot of adaptations.
Why it matters
Insights firm Trajectory calls these worried consumers the “adapting group” – one of four distinct consumer groups it identifies in relation to the various financial and non-financial factors that are driving consumer attitudes and behaviours in the current economic environment. The others are “vulnerable”, “perfect storm” and “insulated”.
“The adapting group, I think, are really the ones to keep an eye on because these...
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