The subscription economy has grown by over 300% in the last 5 years, yet models that allow for consumers to pay for what they use and experience, rather than own things outright, are still curiously rare in many categories.
In 2007, as the banking crisis began to reveal its ugly teeth, Haruna McWilliams and I published a paper on why clients should continue to spend during an economic downturn. Since then, we’ve had reams of IPA data and a global pandemic to deal with. As we stare down the barrel of an inflation fuelled downturn, I looked back at the article Haruna and I wrote 14 years ago to see if anything was still valid for the road ahead.
