Misplaced UK media spend in a booming identity economy: a brand opportunity

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Misplaced UK media spend in a booming identity economy: a brand opportunity

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Misplaced UK media spend in a booming identity economy: a brand opportunity
Most UK consumer spending, and the vast majority of its growth, is in categories which reflect who we are and where we feel we belong: lifestyle signifiers, passions, and social activities.
Communities are at the heart of this growing economy, but ad spend on media which visibly targets us as members of a group in a relevant context has on average lagged behind in these categories.
Advertisers recognising the power of emotionally and culturally relevant context in media, sponsorships or events, are finding an opportunity for building brands for the identity economy.