Trends Report

How Has The Recession Changed European Consumers' Attitudes Toward Brands?

September 24th, 2009
Mary Beth Kemp, null
Mary Beth Kemp
With contributors:
Christine Overby , Jean-Yves Lugo

Summary

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase after these downtrodden consumers with short-term fixes like price reductions and promotions. Instead, they should focus on the other 60% of consumers who believe their situations will stay the same or improve. Marketing leaders should shore up their strategies and make their brands more valuable to these valuable consumers.

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