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Britain’s post-Covid consumers fall into five ‘tribes’

According to a new VCCP Collaborative report, post-Covid rebound Britain is redrawing the nation into new ‘tribes’ along complex psychological lines, with major long-term impacts on consumer behaviour.

Following Rishi Sunak’s recent recovery-focused budget, the report – ‘Winning In The Rebound’ – explores how financial and psychological impacts of the pandemic have combined to create five new consumer tribes whose spending will be shaped not just by disposable income but by their emotional response to the pandemic.

The report sizes and profiles each tribe using TGI analysis and reveals which types of brands and categories are likely to be beneficiaries and outlines strategies for engaging with the tribes in the post-Covid world.

The five consumer tribes identified in the report are:

  • Revenge Spenders – Back with a bang, looking to make up for lost experiences;
  • Rationers – Surplus money to spend but fearful of future austerity;
  • Resetters – Looking beyond Covid to make life changes which reflect the bigger issues of climate and sustainability;
  • Rewarders – Not much money but looking to make life enjoyable again;
  • Recovering – Struggling before Covid and now hit by unemployment and reduced future opportunities.

Michael Lee, Chief Strategy Officer of the VCCP Partnership, said: “We produced this report to give our clients a competitive advantage in a highly volatile time. Understanding the psychology of our audiences has always been something we place great value in and this study reveals how critical this will be in the next few years”.

Winning in The Rebound is a collaborative research project undertaken by VCCP and VCCP Media. Collaborative is VCCP’s insight platform, showcasing the collaborative thinking of its strategists from across the VCCP Partnership which include specialists in media, communications and experience design.


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