Together we go our way?

Various themes for the conference over the years will be recalled. The memory of David Bowie’s Changes being played many years ago could have continued to be played to this day.

This year’s conference theme ‘Reset the Agenda’ reflects yet more disruption, change and challenge impacting on marketers and the new ways many have succeeded in rewiring and transforming businesses.

Societal changes are less remarked upon than the ‘here and now’ marketing challenges, but reflect new consumer thinking and shifting values. The past 5 years have seen people exposed to enormous uncertainty.

While the economic recovery is well under way, many commentators and politicians continue to deny the change in peoples’ mood. Survey evidence is compelling. Consumer confidence, while slightly weaker this autumn, has recovered across all segments to pre-recession levels. Household finances (GfK measure) are at a 6-year high; ditto optimism and the feel-good factor. The ONS in a recent survey of national well-being found life-satisfaction, self-worth and happiness all up, and anxiety down in the past 3 years.  

Peoples’ wealth has grown 28% between 2008 and 2013 to a record £8.4 trillion, and is set to increase further in 2014 on the back of rising house prices

The Feel-Good Factor 2001-13

Source: GfK NOP / European Commission / JGFR

Next April will see a ‘feel-good’ spending boost. The Coalition Government is helping people coming up to retirement to have freedom in how they use their pension pots. Early polls show considerable sums are set to be spent on big ticket items.

Reset - post 2015 general election
December’s autumn statement will be devoted to growth, before the big squeeze on public finances after the general election to balance the budget. Thousands of public sector jobs are under threat, especially in the North and devolved regions. The surge in public sector jobs that grew in the Blair-Brown years that provided secure spending power is over.

Despite the positivity about the here and now, the experiences of the sexes are moving in different directions. A gender divide has emerged since the last general election. The difference in confidence (largely in regard to perceptions of the economic situation in the past 12 months and in the next 12 months) has grown sharply in the past year.

The growing gender-divide: Differences between men and women’s confidence since 2000

Source: GfK NOP / European Commission / JGFR

Women and families
Recent opinion polls show much weaker support among women for the government and for politics more broadly. What is causing such economic pessimism and disengagement among women? Is it reduced spending power?

Financial liberation in the past two decades may be one reason. Women were increasingly wooed by marketers, and with greater credit availability enjoyed more independent lifestyles than earlier generations. Today women appear to have turned far more cautious. The gap with men in taking investment risk has not narrowed but remains wide, despite many more successful women in business.

Changing, and less secure work patterns and government social policy may be playing a part. More women have had children in the past 5 years than since the early 1970s increasing the pressures on family finance.  Mumsnet is now a major influencing brand.

The family background for babies has changed. In 2013 53% of children were born within marriage or a civil partnership, compared to 91% in 1972. Society is becoming less stable.

A recent report by the ONS shows that the better off are almost 50% more likely to marry than those with less money. By the time the professional classes have children, 9 out of 10 are married; for those on the minimum wage or less, the figure is about half. Inequality is further embedded. Marrying well may still carry resonance in the 21st century.

Charities and NGOs
Charities and NGOs are increasingly becoming key conduits to help provide vital funding requiring considerable marketing and fund-raising expertise. The latest Children in Need appeal highlights the vital role so many children’s charities are performing and of the country coming together in support.  Among the elderly, growing charity support is required, with loneliness endemic.

The population is growing at both ends of the age-range with more need for support.

‘Marketing for Good’ is a great initiative; the role of marketing in bringing people together in growth-generating activity will be vital in the coming years. Togetherness should be an important theme of the Reset agenda.
 
Two faces, beloved by digital and print media seem to have been a feature this year – the Duchess of Cambridge and Taylor Swift.  

Disruption seems a theme of this year as the new technology changes the lives of millions of consumers. For marketers the years of the Coalition Government have been very challenging following the Blair-Brown years.

Read more from John in our Library.