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Consumers are increasingly realising that the state will not be there for them as it has been in the past. We’re on our own.
Solo Citizen relates to the increasingly large consumer group that lives in an age of cuts, restrictions, lowering living standards and diminishing state support, which is affecting their purchasing behaviour and trust in governments and corporations alike.
People are coming together in communities or supporting themselves with their own resources to counterbalance the lack of support from the state. Our dramatically ageing population means that the pension burden is at a critical level, and will continue to soak up scarce resources going forward.
Throughout this issue, we’ll highlight how consumers are responding to this tough environment.