Shifting consumer values and brand perceptions in recession

The paper discusses the findings of research in three countries (US, UK and China) into the changes now occurring in people’s values, which underpin their attitudes to consumption and brands.

Shifting consumer values and brand perceptions in recession

Vanella Jackson and Farrah Bostic

There is no doubt that there has been a dramatic shift in society's values in recent years, and that this pace of change is speeding up.

The great enabler for this has been technology, which has given us more information, created communities, given empowerment and changed the nature of engagement with people.

Marketers must take heed of these changes. New ways of engaging with people require new ways of understanding them. We now exist in a world where context is important. To understand attitudes and...

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