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Consumer Lifestyle
Published: 12 Feb 2014

JWT: Austerity Insights

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How can your brand appeal to consumers living in the age of thrift? New data from global advertising firm JWT, which Stylus has seen a sneak preview of, reveals fresh insights into how the ongoing austerity in the West is affecting consumer mindsets.

  • Discreet Spending: Some 80% of consumers believe that austerity is highlighting the deep inequalities in the UK, and many believe it is deepening the divide between rich and poor. In response, luxury shoppers have also changed their attitudes towards consumption, shying away from ostentatious displays of wealth that risk appearing vulgar or insensitive, in favour of a more discreet experience. Discover how this attitude is shaping new store designs in Inconspicuous Consumption
  • Digital Couponing: The image of the thrifty housewife clutching a wad of carefully clipped coupons at the checkout desk is outdated. The ease and discretion of mobile vouchers has led to a surge in digital couponing – 36% of UK consumers have used online and mobile vouchers. See The Measured Middle for more on this trend.

Our new Macro Trend The Austerity Opportunity highlights key design, retail and marketing opportunities to help brands negotiate the difficult economic climate.

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