The Team's Blog
Inflated Hopes: Spending in a Crisis
Recent forecasts have suggested that inflation could reach 18% next year (Citi) and that household…
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A Necessary Shift Towards Thrift
For most of the past two years, consumers have adopted a remarkably resilient attitude to…
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In The Air Tonight, Tomorrow, Forever
Over the course of the pandemic, almost all of us have learnt something about respiratory…
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Winter is coming: the changing consumer mood
Autumn has arrived, bringing with it colder days, darker evenings and – less predictably –…
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Ethical Consumerism: Shades of Green
Are you an ethical consumer? The question is not straightforward. For some, the answer will…
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Short Story: Shortages and Inflation
Shortages in many sectors are creating inflationary pressure. At the end of last year, Trajectory…
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The Circular Economy Squeeze on Charity
As society seeks to live more sustainably in the face of the climate crisis, concepts…
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Why the 2020s Won’t Be Like the 1920s
Just over a year ago, as the extent of the pandemic began to dawn on…
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Rural Consumers: Get Out of Town
We were surprised when Donald Trump became President of the United States. Surprised by the…
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Global Tensions at the Heart of The Super League
Late on Sunday afternoon the world of football was thrown into chaos by the news…
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Glastonbury Enters the Fourth Place
Glastonbury 2021 is yet another casualty of Covid-19. In January this year it was confirmed…
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Brands | Does it pay to be nice?
Nice guys, according to the idiom, finish last. Yet, brands taking a stand, ethical decisions…
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COVID-19 and a Yearning for Travel: A Perfect Storm for Domestic Tourism
“People are saying they want to get out of the house, but they want to…
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Brands During COVID-19: Marketing that missed the mark
Following on from Part One, which looked at examples of creative comms in coronavirus, here…
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Brands during COVID-19: who ‘got it’ during lockdown
The ethical concept of being right or wrong is one I shall not be delving…
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Unlocking mental availability: How to grow in the spirits category during and post downturn
What marketing science tells us about how to really grow brands Many marketers have been…
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Coronavirus, Millennials, and the Limits of Shared Experience
At Trajectory, we’re fairly sceptical of generational analysis – it has its place but must…
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Post-Pandemic Consumer Trends
“This is the kind of event that is going to live on for decades in…
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Damaged Goods: Going beyond Consumer Confidence
We need a new way of looking at consumer confidence. Despite its widespread use as…
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A Year in Optimism
So this is Christmas, and what have you done? Another year over, a new one…
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