Consumer habits and behaviour has changed over the
past decade, and the new ACORN takes into account these key shifts.
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As the wealth of the nation increases and borrowing
gets easier, car ownership has risen and more people
commute by car. |
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More consumers are asset
rich, with a growth of
20% of homeowners having paid off their mortgages. |
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Conversely there is much less
unemployment. |
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New building has increased with more detached and
semi-detached properties. There are now different types of people
living in traditional housing. |
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The workplace is now more
flexible, illustrated
by an increase in people working from home. |
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The population is becoming more
educated and the
number of students has nearly doubled. |
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Family structure is
changing, with significant
growth in single parents. Despite an increase of grown-up children
remaining in the family home, there are more “empty nester” consumers
than ever before as older couples become free of the financial
responsibility of schoolchildren. |
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We are seeing a significant
growth of the very
elderly, the population is getting older. |
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