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Ditch your kids and save money says new McCann research |
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Thursday, 28 May 2009 |
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Before we get emails, this refers to shopping habits, rather than actually ditching your kids - which is wrong...
 Step away from the sugary stuff
The research into consumer attitudes and behaviours was commissioned to see how people are responding to the recession.
Apparently if you’re accompanied to the shops by your offspring, it’ll cost you an extra £25 per week. So savvy Brits are dumping the kids with friends and avoiding ‘pester power.’
According to the survey of more than 1000 adults, 35% said they were becoming more disciplined with their spending, while 20% believed that the recession had improved their quality of life.
70% said that frugal was back in fashion, while 80% claimed that the economic downturn was helping them re-evaluate what was important in their lives.
“Changing attitudes and values are best illustrated by Comic Relief. Despite us being in the biggest downturn since the 1930s, donations to Comic Relief were up massively this year. Consumers may be hard up but they have seen there are an awful lot of people who are worse off than they are,” commented MECH’s planning director David McGlone.
91% of those surveyed said they still wouldn’t actively chase special offers, but a quarter of people said they do spread their shopping across numerous supermarkets, rather than using just one store.
“Consumers are taking a new look at their values and what is important to them. For the countless organisations that provide products and services to consumers it is clear that price is a relatively crude way of communicating with them,” concluded McGlone.
“There is a real opportunity for brands and service providers to engage with consumers around their values and what they stand for and in a climate where consumers are re-appraising what matters to them, this is real opportunity for those that seize it.”
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