Changing Affluence

I’m at Cheltenham this week, racing, and whilst I won’t pretend it’s 99% play, a little work does creep in from time to time!

Not only are there record crowds (probably a result of a very strong promotional campaign) there also seems to be record shopping.

Whilst the highstreet outside may be suffering (retail sales down 0.4% in February 2011 see http://www.brc.org.uk/brc_news_detail.asp?id=1908) the shops at the racecourse are packed to the gunnels.

Yet another piece of evidence for the rapidly changing pattern of UK affluence at both a tribal and micro regional level. Across many of our clients we are seeing significant changes to their transactional audiences. It’s not the same people borrowing, saving, spending or donating as it was even two years ago. And that has massive implications for media planning, be it a full scale integrated media campaign or a simple DRTV schedule.

Our last newsletter talked about the work we are doing looking at changing patterns of UK affluence. We would love to speak further with anyone who suspects it might be happening to them.

Mike Colling
Managing Director