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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