Innovation details
PresentedDusseldorf, 2009
Created for |
Insights and actionsThrough a global study of consumers in multiple countries, established that new behaviors, induced by belt tightening in the global Great Recession, were not limited to lower or middle incomes, but represented a profound change in consumer outlook and a new buying style across all segments, rich and poor - and that this new style would not go away after the Recession was over, but that some measure of frugality would become the new norm. Clients were advised to make sure that a message of value was clear in every brand communication, regardless of product price or category.
Key clients involved |
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