RESEARCH: Today's Man: The Recession Session from IPC
Provided by Time Inc. UK
Today's Man: The Recession Session explores the most effective ways of engaging with young men during these tougher times.
What was the Challenge / Background of the Campaign?
It's hard to escape the talk of the credit crunch in today's climate so IPC Ignite set out to understand how the credit crunch has impacted on young men in the UK today. Using a nationally representative sample of men aged 18-34yrs and further qualitative research we've formed a strong sense of where these men sit with regards to the recession. Ensuring that brands engage with men in the right way during the recession is key and Today's Man: The Recession Session explores the most effective ways of engaging with young men during these tougher times. Find out more...
What was the Campaign Objective?
The research addresses the following key questions:
1. How has the economic downturn impacted on young men?
2. What changes has it made to their lives?
3. How should advertisers with young men in the credit crunch?