1.
Growing
through the
recession
& beyond:

2.
It's a Recession
Get over it!

3.
“Great fortune$
are made
at times like
this”

4.
Companies launched
in a recession
Hyatt
Burger King
Tesco
FedEx
CNN
Wikipedia

5.
80%
consumers say they've changed their
purchasing habits
(WPP/Lightspeed Research, 2009)

6.
“We can't afford that.
Get the cheap stuff.”

7.
Belt-tightening
• Decrease in amount spent
• Downshifted shopping basket
• Budget shopping behaviour

8.
Brand-swapping
• Ditching lifetime favourites
• Pursuit of price, value, limited choice
• Need for trust and reliability

9.
HOWEVER

10.
Different groups are impacted
differently

11.
FINALLY

12.
Is the Recession more
a fundamental reappraisal
of the nature of consumption?

13.
The real meaning of the Recession?
• No to “WANT IT!” marketing
• Savvy consumption
• New imperatives (eco-planet; children's future)
• Boycott of big business (untrustworthy, opaque)

14.
PLANNING FOR THE UPTURN

15.
Why survive the
recession
only to lose the
recovery?

16.
Companies that will
WIN the recovery
are planning for it
NOW

17.
The deeper & longer
the recession,
the more social
attitudes will
be shaken

18.
3 plausible
future scenarios

19.
1. Goods, Greed and
Glamour
2. Modesty and Austerity
3. New Status

20.
Scenario 1 : Goods, Greed and Glamour
The recession is seen to be no more than a blip;
a pause in the journey to an ever more
consumerist society
• Our characters are left unchanged
• Greed resurfaces
• Pent up demand leads to high spending
• Flaunting it is back
• Partying is back
•
Things return to 'normal'

21.
Scenario 2 : Modesty and Austerity
The shock of the recession changes values
radically. Even when money flows back
people continue to live cautiously
•
After the drunkenness comes the hangover
•
Saving is now a habit & a virtue
•
Savvy consumers abound
•
Spending no longer seen as providing happiness
•
Back to basics - a return to solidity, longevity
and craftsmanship

22.
Scenario 3 : New Status
People realise that there is no going back to the
bloated era before the recession and they want
something more meaningful
• New collective norms
• Hard work, social responsibility, ecology
•
Materialism has to be hidden eg.
cars are more flash inside than out
• People spend on new 'post material' status
• Higher controls, regulations, administration

23.
Chris Middleton
www.futurescoaching.com