In fact, some segments can be hit tougher than others, as Ann Smarty has already skilled with her consultancy:

The one factor is that we’ve misplaced two journey shoppers fairly quick. They each began feeling the impression instantly and paused any advertising exercise immediately.

To establish dangers and alternatives, write John Quelch and Katherine E. Jocz, you could want to alter how you phase your viewers:

Entrepreneurs sometimes phase in line with demographics (“over 40,” say, or “new parent” or “middle income”) or life-style (“traditionalist” or “going green”). In a recession such segmentations could also be much less related than a psychological segmentation that takes into consideration shoppers’ emotional reactions to the financial surroundings.