The global financial crisis has impacted your customers with varied effect. People in some countries have suffered more than others, and even within a particular country you can see the full spectrum of impact. Some people barely felt it and have changed little. But for some it has meant a loss of livelihood, diminished savings, lack of faith in big business and governments.

Steve Hales, Head of Clients, Global Qualitative for Synovate, says two factors inspired his team to dig deeper and find out what people are really thinking: “First, this broad spectrum of impacts means there are very different feelings and attitudes out there. Second, there are conflicting messages in the media regarding the recession, some claim the worst is over, while others say the worst is yet to come. To have any chance of success, marketers need to understand how people are feeling.”

Synovate’s Tipping Point study spoke to consumers in 14 countries covering every continent, here’s what we found...  (click at right to launch infographic)




What’s your (post-recession) type?

1. Opportunists
These are typically active, independent, innovative, creative, positive and purposeful people. They have a higher education and are slightly younger people
(25-35, single or married with no children) and financially stable with limited liabilities. They can be found in all countries.

2. Lifestyle Re-evaluators
This segment would like to see the cup half-full instead of half-empty. It’s a relatively small segment belonging to the middle or upper middle-class. They believe that society in general also shares blame for the recession and should take responsibility. They also expect companies to act responsibly, leaders to shun gluttony and want to use the recession as an opportunity for social change.

3. Confident Ignorers
This is a relatively small group. They are largely the affluent class in the United States and Europe who have escaped the brunt of the recession, or are based in countries such as India, China and Thailand where the impact of the recession has been minimal. Their mindset, values and spending patterns are very similar to what they were before the recession.

4. Cautious Savers
This is by far the largest segment and is distributed across the globe. The segment is typically in their 30s to late 50s, educated and middle to upper middle-class, but not too flexible in terms of employment. They have been impacted by the recession themselves or know someone close to them who is a victim to the recession. Thus they have cut spending, switched to cheaper brands and want to save more.

5. Angry Pessimists
This group has experienced loss of jobs, evaporated savings, losses in business – for them life in the past was clearly better than the present. They are largely middle-aged to older, living in countries such as the United States, United Kingdom, Germany, France, Spain, South Africa and Russia. They feel lost, paralysed by fear and angry at governments and corporations at large.