Targeting new behaviour is key to marketing in a recession

Richard Storey outlines research from M&C Saatchi that divides UK consumers into eight different categories, according to their attitudes to and behaviour during recession.
Targeting new behaviour is key to marketing in a recession

Targeting new behaviour is key to marketing in a recession

Richard Storey  M&C Saatchi

Consider 'the recession' (no doubt you have been already). In particular, consider the use of the word 'the'. Almost without exception, the downturn that is now all but official is reported, interrogated and discussed as if it were a singular phenomenon. As the meltdown of global financial systems infects the economy at large, we have become accustomed to the cataclysmic news headlines. We have also taken for granted the notion that there is one single,...

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