VCCP Collaborative’s new report “Winning In The Rebound”, demonstrates how the financial and psychological impacts of the pandemic combine to create five new consumer tribes whose spending will be shaped not just by disposable income but by their emotional response to the pandemic. The report sizes and profiles each tribe using TGI analysis, and reveals which types of categories are likely to be beneficiaries and losers amongst each of these segments. The richer data behind the segments enables planners at VCCP to identify opportunities and risks for brands and outlines strategies for engaging with the tribes in the post-Covid world.
