Fate of advertising lies in how consumers deal with downturn

This article considers how consumer behaviours are likely to respond to the economic downturn, and reports a survey into the prevailing mood and consumption habits, at the time when the recession had become seriously evident.

Fate of advertising lies in how consumers deal with downturn

Jenny Biggam

A year ago last month, Northern Rock was nationalised. In the public consciousness, it heralded the beginning of the financial problems that went on to define 2008.

The past 12 months have seen many changes across the economy, the national mood and consumer behaviour. Much has been written on the first two of these, but the the effects on consumers have been documented in less detail.

There's certainly a mood of frugality. Tupperware and comfort foods, such as sausages and puddings, are doing well compared with the same...

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