Britons’ rising anxiety is being fuelled by the recession and causing significant changes in consumer choice patterns and spending. How can brands ensure they are an antidote, rather than a victim of, this new ‘anxiety’ mindset? A new study by Your Future reveals new insight into how understanding the psychology behind this anxiety can help brands to ride the economic storm Half of ‘Anxious Britons’ admitted they are worried about money, while more than two-thirds are experiencing anxiety about the economic situation, a recent report from the Mental Health Foundation suggests. The consequent rapid fall in retail sales has caught retailers and manufacturers by surprise – in response The Economist reports that “companies have tried desperately to prop up revenues using a variety of promotions, advertising and other marketing ploys, often to no avail.” With consumption significantly moderated and consumers planning to live within their means, understanding ‘Anxious Britons’ fundamental motivations and ‘coping’ strategies is key to working out the implications for how consumers will think, act and behave in this recession. This study of the ‘Anxious Briton’ is the result of extensive futures and consumer research conducted by Your Future over 3 years, including; Future Panels, Focus groups and a 1100 adult omnibus survey. The basic human motivations of focussing on the ‘self’ and ‘others’ (family, friends and community) are now being overlaid by new anxiety coping strategies or ‘mindsets’ that provide the key to unlocking brand relevance and sales in these testing times. The model below illustrates these consumer typologies and their coping strategies; The distinctions in consumer behaviour becomes evident through the lenses of these mindsets – SuperChoosers are enthusiastic embracers of peer review, choosing brands such as Amazon and TripAdvisor. The Co-operative Bank would be the likeminded brand of choice for The New Anti’s, proactive embracers of community, whilst Simplifiers seek a world distraction and entertainment, choosing brands like Nintendo Wii and EasyJet. Finally, Solution Seekers respond to clear points of view, exemplified by Lidl and StreetCar. Each of these brands has fared well under recessionary conditions by targeting the anxious mindsets. By better understanding their needs and how to engage and communicate with them, how could your brand become the champion of the ‘Anxious Briton’? How will the different mindsets respond to different products and offers?     Your Future        London | Austin  If you would like to find out  about our Consultancy  Services, call Simon  Ratcliffe on:   020 8405 6407  Or e-mail Nick here.  Your Future (London) Ltd  Thornton House  Thornton Road  Wimbledon  London, SW19 4NG  www.yourfuturelondon.com To understand these mindsets and the implications for your brand in more depth or to arrange a free presentation, contact Nick at nicholas@yourfuturelondon.com Your Future is a brand and insight company that helps keep clients one step ahead of their consumers and competitors. We work with national and global companies including; Coca-Cola, Kellogg’s and BBC Magazines. Note: If you would prefer not to receive e-mails from Your Future, please click here