What lies beneath: Understanding what the nation is really concerned about

The CCB asks people:

‘What are you personally most concerned about this month?’

The responses to this question are illuminating for businesses and organisations of all kinds, and can be correlated to the key trends of the day. From money, employment and redundancy, to Brexit, the NHS, the environment and most recently the pandemic, we know what’s keeping Britons awake at night.

For instance, in 2020, the pandemic took top spot, followed by having enough money and the NHS. The environment also began to appear as a consistent cause for concern. However, if we look back to late 2018 and 2019, Brexit dominated. Having enough money to live and the NHS has remained constant sources of worry, with recession and unemployment appearing in March 2020 as the pandemic hit.

By understanding these big picture concerns, the CCB helps brands and businesses – as well as a range of other organisations – target consumers, and plan their messaging to be relevant and therefore effective.

Understanding what concerns are top of mind for consumers is increasingly important as they underpin all purchasing and life decisions from bargain hunting when money is tight to seeking out green credentials of brands as worries about the environment increasingly informs brand choice. The concern about ‘having enough money to live right and pay the bills’ means that price sensitive and canny shoppers will seek the best prices however quality, guarantee and convenience are part of the decision-making mix. Concerns change overtime but their importance in understanding the marketing landscape cannot be underestimated." (Joe Staton)

GfK’s monthly Consumer Confidence Barometer is a well-respected economic indicator, reported alongside retail sales and inflation figures.

Use the same data as government departments, businesses, leading economists and key financial institutions who watch and comment on the Index every month.

Others have tried to copy it, but no one has been able to replicate the wealth of trend data and consumer insight that CCB provides.

... and it’s so widely reported on in the UK media, from TV and radio to print.

If you want access to this key economic indicator, trusted by government departments, key financial institutions, leading economic commentators and considered the gold standard by the media, contact us for more information.