Binge Britain’s brand hangover

As bloated Britain wakes up to the mother of all “mornings after”, will consumers’ plans to cut back extend beyond the usual New Year purge to affect brand strategies and results?
In the words of Oscar Wilde, “a New Year’s resolution is something that goes in one year and out the other”. It is an observation confirmed by statistics: research suggests that up to 97% of New Year’s resolutions remain unfulfilled.
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