Wising up for a downturn: Consumer behaviour in a recession. July 2008. Three hypotheses…. Consumer demand for CSR is little more than a reflection of affluent times. When money is tight, interest will diminish.
But there are some indicators that can help us evaluate the likely outcomes and implement proactive strategies …
What would you say is the most/other important issue facing Britain today? (unprompted) – Ipsos Mori
Adult Learning Fees
Gap Year Expenses
Private Health Insurance
School ChargesA soft-squeeze from new forms of cost exposure.
"Higher-end consumers will have to make a trade off. Either they stick to their principles, or – as they batten down the hatches – they may decide that they can live without fair trade or organic in order to avoid cutting back in other areas." Ernst & Young ITEM Club report 20th May 2008
From values to value they stick to their principles, or – as they batten down the hatches – they may decide that they can live without fair trade or organic in order to avoid cutting back in other areas." - the rise of ‘frugal-chic’?
If UK businesses could do one thing to improve their reputation in 2007, in your opinion, what would this be? Source: Opinion Leader Research 2006
(including 46% who agree strongly)
I don’t think it’s enough for companies to say that they are ethical, they need to prove it to me
Hardliners (both supporters and detractors) are often just a vocal minority. They are important, they can create problems but they are a minority with entrenched values.
The real battle will be the middle ground, the floating voter..
Identify your ‘floating voter’, know them, treat them with respect
Know where you fit in their world
Engage in permanent and precise campaigning
Our strategy to win is quality, health and ethics, so the ethical costs are something we invest in as a way to keep the brand strong and differentiated. We may take a bit of kicking in an economic slow down, but the ethical stuff is here to stay. When you're called innocent it needs to be.
If prices need to come down we would reduce marketing and overheads rather ethics.
Those of you who know us, already know that we are in LOVE with innocent drinks .
This winter promotion shows exactly why…Not only it’s cute and yummy and make you want to hug these little bottles and offer them a home and your name… it also naturally and effortlessly responding to the knitting mania.
Ask yourself, if you met one of these cuties in the shop, could you resist it?
Well, for us, This is Branding. This is Marketing. This is Advertising. This is Word of Mouth. Brandon Blog