“Recession Mentality Deeply Ingrained” – BCG

This is an important piece of research; but one that warrants deeper analysis.  BCG’s eleventh annual global survey of consumer sentiment provides somewhat bleak insight into the persistently low rate of consumer sentiment across developed markets.  While the outlook in the BRIC markets is upbeat, in developed markets, the persistence of the current recession has created a profound crisis of confidence, most notably giving rise to significant fears around job security, retirement savings and outlook for the next generation.  BCG notes three resulting mega-trends – investment in education, increased savings, and a hunt for value.  Their advice for marketers is classic “back to basics” – deliver tangible value through innovation, segment to align strategy with needs, watch price/value equation.  Disappointingly lightweight conclusions for a well designed and important survey.