Europe – Branding for Increased Poverty

Record high unemployment in the EU has forced some of the larger consumer goods companies to shift marketing strategies. They target poverty-stricken Europeans’ demand for cheaper goods in the midst of an economic crisis.

Unilever – the third-largest consumer goods company in the world, which manufactures hundreds of brands like Aviance, Ben & Jerry’s, Dove and Lipton – will be doing just that. Jan Zijderveld, head of Unilever’s European division, said in an interview with Financial Times Deutschland that “poverty is returning to Europe.” He speculates that sales can be increased by providing smaller and cheaper branded products.

With changing economic conditions, shopping habits change as well: “If a consumer in Spain only spends €17 when they go shopping, then I’m not going to be able to sell them washing powder for half of their budget,” Zijderveld said…

via ‘Poverty is back in Europe’: Brands adapt sales for record unemployment — RT.