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The reassurance economy

The internet, that great source of democratisation, is also the home of the great moan, writes Nicola Kemp in the latest of our Forward 50 trends series

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If TripAdvisor were your only source, it would be easy to assume that travel was not a leisure pursuit or business necessity, but a way to document unusual stains found in hotel rooms across the globe. The internet, that great source of democratisation, is also the home of the great moan.

When consumers turn to the web for advice and reassurance, brands need to do more to help them have the confidence to invest in their product or service.

Emma Laney, founder of consultancy Syren Strategy, believes the market is moving toward a model where brands impart knowledge and let consumers decide which parts to pick up and which to discard.

"Consumers want the confidence to make decisions themselves, but as a consequence of the recession they have a need for security in this brave new world," she adds.

This article was first published on marketingmagazine.co.uk

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