Unemployed people as trendsetters – ‘I buy, therefore I am’

Trendsetters on the streets
This study provides an insight into consumer behaviour amongst the unemployed population in Germany. It discovers that in some areas, the unemployed are spending / investing more than the working population. Additionally, the study reveals consumption environments within which the unemployed feel most comfortable.

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unemployment, consumer behaviour, segmentation, trade-off, social proof, status, society, sense of belonging, income; in-depth interviews, shopper research, society, consumer research