The six faces of the post-recession consumer

In a series of focus groups with consumers from seven developed countries, research from TNS has identified six typical types of consumer response to the recession.

Resigned
Initially in denial about the effects of the recession, these consumers were slow to realise its impact on them. They are now resigned to it and have adapted to continue enjoying life. Brands such as Coca-Cola appeal to them because they are optimistic and provide escape.

Stabilised
Arch-pragmatists, these consumers were positive from the start, and now use careful planning and co-operation to minimise the long-term effects on their finances. Levi’s has won them over with democratic messages that reinforce relationships.

Defensive
These consumers reacted anxiously to recession, craving security and peace of mind. They now defend what they value most, though they no longer view the situation as a crisis. De Beers has given them reassurance with messages of unchanging values.

Resistant
These consumers began as bargain hunters, looking for ways to win against the recessionary odds. They still exhibit similar attitudes as they fight to stave off their economic woes. Defiance is the key aspect that has endeared Diesel’s ‘Be stupid’ campaign to them.

Leader
Confident of their own ability to get through the economic storm, these consumers initially reacted with overt displays of wealth, which have receded as they have come to appreciate the suffering of those worse affected. Louis Vuitton has focused on heritage rather than luxury to emulate this shift.

Focused
These consumers learned from the recession, and now plan ahead to keep a handle on their finances. Procter & Gamble’s Ivory soap appeals to them, with its honest, minimalist messages that exude control.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here