Recession, recovery and post recession trends: a report from the Future Foundation’s Summer 2009 “Changing Lives UK” event

This report from a Future Foundation conference looks at changes in consumer behaviour and trends during recession and the type of trends that might have an enduring impact, even after economic recovery (which is predicted to be long and slow).

Recession, recovery and post-recession trends: a report from the Future Foundation's Summer 2009 "Changing Lives UK" event

James AitchisonWARC

The shape of things to come: green shoots vs dark clouds

The downturn has sparked a renewed interest in predicting recession-to-recovery shapes, first popularised within marketing circles by Sir Martin Sorrell's famous "bath-shaped" prognosis for the dotcom boom-and-bust at the start of the decade.

The WPP chief executive is anticipating an "italic L" to characterise the current slump which, in general sentiment, if not precise shape, chimes with the "Nike swoosh" offered by the Future Foundation's Richard Nichols.


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands