Magazine article Marketing

Consumers Say Enough Is Enough

Magazine article Marketing

Consumers Say Enough Is Enough

Article excerpt

Consumers say enough is enough

A marketer's life is never easy, but the next couple of years look like being more trying than most.

New consumer research by Marketing reveals not only the spending cuts that are to be expected in the wake of rising interest rates, but more fundamental shifts in attitudes.

When nine out of ten consumers say that we have been too willing to live beyond our means and a similar majority agree that the country now needs to "save, save, save" there is a new mood in the air.

In such a climate, those incremental sales that marketers rely on to turn expensive projects into profit will become much harder to come by. But more important, as we pointed out in a special series on Marketing in the 90s last summer, the big problem for marketers is the marketing of marketing.

For what lies behind the new "puritanical" attitudes towards debt, is that, like Thatcherism, consumerism has its natural limits. …

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