Richard Siddle: why we need to understand the new consumer

Published: 27 October, 2011

Let me introduce you to a friend of mine. They've not had a pay rise in two years, they're worried about their job, they live on a tight budget and are forever searching the internet to find voucher discount codes and only eat out if they can get a family deal. But they are also really into their food and will shop around to buy local or authentic products. They give money to charity and are actively walking away from businesses with big profits that don't do anything for the environment.

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