Spending and purchasing habits will significantly alter both during and immediately after a period of economic recession, but what has been established so far about this particular recent downturn, and the extent to which it has caused a fundamental shift in consumer consciousness and behaviour? How significant or subtle have these changes been, what should brand owners and marketers be doing to adapt , and where has the impact on brand loyalty been felt the most? Organisations that seek to improve their understanding of the emerging values and attitudes that are shaping new patterns of consumer behaviour should attend this Summit for a unique insight into ‘The Post-Recession Consumer’.
“A new thriftiness and desire for simplicity will
combine with pent-up demand to shape buying
behavior.”
Understanding The Post-Recession Consumer, Paul Flatters and
Michael Willmott, Harvard Business Review, 2009 |
| Trends, Underlying Values And Consumer Attitudes |
Will the consumer behaviours seen during the recession stick? Which trends will ?
The recent ‘gloom and doom’ period has seen some unique, contradictory behaviour. The Post-Recession Consumer Trends Summit 2010 will provide you with a diverse range of insights and data to understand those aspects of the “new consumer” that directly affect your category, and will help you get ‘into the mind’ of The Post-Recession Consumer and how he or she views the relationships between your category and others.
Many recent trends to emerge from the recession show a dichotomy of spending; for example, within premiumisation people are trading up for brands in some categories and still trading down in others.
| A Focus On Consumer Behaviours |
- Premiumisation: many premium brands, expected to suffer during the recession, are booming. Learn how discretionary categories achieved growth, showing other categories the underlying consumer values that drove this growth
- Financial security concerns lead people to go to brands that they trust: hear how credit providers and financial service brands are communicating the values of authenticity and transparency to regain consumer loyalty
- Brands and consumers are contending with a “flight to value”. Hear from a diverse selection of brand owners to what extent the deal-conscious consumer of the recession will continue to be thrifty
- Buying essential goods as cheaply as possible, but still splashing out. Hear trends and data from luxury brand owners about why consumers are retaining small savings to make the occasional ostentatious purchase
- Technology brands triumph: learn from technology brands about why consumers are still forking out for top-of-the-range mobile phones and home entertainment systems
- What are the affordable luxuries that consumers won’t compromise on? Explore the rationale behind consumer behaviours such as making sandwiches at home but still having a daily Starbucks
- Hear about shifts in discretionary purchases within Fashion, Travel & Holidays, Eating Out & Leisure, Automotives and Technology to understand how consumers are prioritising experiences
- Trading up on quality food and drink brands to eat in the home, rather than going out. Get into the mindset of the “in-the-home consumer” by analysing consumer data from food and drink and other “in-the-home” brands
Understanding How Consumers Perceive Value
And Approach Purchases In All Areas Of Their Lives
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Hear the trends and data that will be key in understanding the underlying values and attitudes of the “new consumer”.
Apply these values to your own consumer category, to build marketing strategies and brands that effectively resonate with the concerns of post-recession consumers.
Why This Conference Now?
2010 is a critical year for understanding consumer values and behaviours from a cross-section of categories across the consumer’s life.
By getting at the tangible values and attitudes driving these contradictory, volatile consumer behaviours, your brand will be able to communicate to the “new consumer” and anticipate how they will react in the post-recession environment.
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