Is there a silver lining to recession?
Byron Sharp Ehrenberg-Bass Institute
No one looks forward to a recession, but economic downturns can provide opportunities.
Some of these opportunities will come from changes in consumer behaviour. Others will come from reduced marketing activity by rivals (e.g. reduced costs for advertising media).
In the early 21st Century, we now know something about buying behaviour, even if our text books have yet to catch up. We know something about how advertising works and how brands compete. We’ve also experienced several recessions in the past...