While we may not yet be in a recession, it’s starting to feel a lot like it. However, rather than dwell on the bad news stats (and there are plenty of those around already), our latest piece of thought leadership, Dark Clouds and Silver Linings, looks for positives: for companies at least, if not for families up and down the country struggling with fuel bills. For most brands, the recession is mainly a dark cloud, but there can also be silver linings if marketers make correct decisions on how much to spend and how to spend it.
A recession is a time of change, and change brings opportunity as well as risk. In fact, a recession gives a rare opportunity to create clear space between brands and their competition, leaving them in a stronger share position for many years to come.
Continuing our cost of living series, this paper outlines the steps needed to do it and draws further insight from our CCS segmentation featured in How uncertainty will impact people's pockets (and how brands can navigate it).