A competitive, complex consumer landscape

Competition has never been more intense in the dynamic and growing consumer health and wellbeing sector. 2025 has seen new market entrants like hair loss treatment company Hair + Me, any number of weight loss services like Juniper and SheMed high on social media feeds and supermarket Morrisons in partnership with Phlo moving into the on-demand online healthcare space alongside existing high street giants Boots, Superdrug and Asda.

This new and intense competition also comes with a new reality: increasingly fragmented consumer behaviour that upends traditional marketing assumptions.

Younger age cohorts drive healthcare growth

Our Voice of the Nation (VOTN) survey examining consumer sentiment finds Gen Z and Millennials in the driving seat of the elective healthcare market. Weight-loss treatments like Mounjaro and Ozempic are expected to surge by 40% in 2025 due to these younger age cohorts.

Notably, Gen Z shows equal interest across genders, unlike older age groups where women dominate. Cosmetic treatments are also gaining traction, with well over 10% of Gen Z and female Millennials planning to pay for them, compared to less than 3% among Gen X and Baby Boomers.

While aesthetics is clearly playing a role, other deeper consumer motivations are also emerging.  Notably, survey respondents who consider health a top national issue are significantly more likely to self-fund treatments. Among Gen Z males in this group, 16.2% plan to pay for weight-loss treatments in 2025 — well above the average of 4.9%. And just as importantly, the VOTN data somewhat counterintuitively shows that demand for elective healthcare products and services in general spans both affluent and less affluent groups.

Age-related wellness and health products drive innovation

In short, our VOTN data reveals a complex blend of beauty, wellness, and proactive health management, with younger generations investing in elective healthcare to enhance both how they feel and how they look.

This trend is reflected in the innovation and increasingly digital activation seen in the fertility and female health space relevant to these age cohorts. Period care pioneer Daye is launching a new at-home hormone testing service for a host of biomarkers like reproductive hormones, thyroid function and Vitamin D. Male fertility company, testhim, which provides consultations, testicular scans, sperm DNA and other diagnostic testing, is also launching specialist fertility supplement testhim M+and a groundbreaking online monthly support group.

Complex, demanding consumers require sophisticated, multi-layered segmentation

So, with Gen Z and Millennials increasingly self-funding weight loss, cosmetic treatments and holistic wellness products and services of all kinds, DTC and e-commerce healthcare brands must truly rethink how they engage with this increasingly data-savvy, image-conscious audience. Informing integrated campaigns that blend social commerce, influencer marketing, paid advertising, organic and direct marketing content. Our VOTN survey also found that nearly two-thirds of Gen Z consumers (63%) have purchased goods and services via a social media platform like TikTok Shop and Instagram, making this a crucial channel for healthcare businesses to understand and potentially utilise.

But to do that effectively in practice, DTC and e-commerce healthcare brands need more than just surface-level insights. They need robust, layered data foundations that help them target the right consumer with the right kind of message at the right time in the right place. Even with first-party consumer data, it’s a significant challenge. Without it, reaching existing or identifying potential customers is almost impossible for brands.

You can see an example of this in our VOTN survey, which showed that for weight loss treatments, there appears to be greater levels of demand both at the more affluent end of our Acorn segmentation spectrum *and* at the least affluent end, potentially for differing reasons.

This requires integrating geodemographic, behavioural, lifestyle, and attitudinal data to move beyond ‘off-the-shelf’ consumer segments and into understanding consumers in a deep way that understands the likelihood of them engaging with specific healthcare products and services and why – enabling brands to drive efficient spend on the right customers – and remove disinterested or low-value ones – in a market with such broad appeal

It’s also only by taking this multi-layered data approach healthcare brands can build strategic data-driven campaigns that resonate on a genuinely personal level in the manner desired by younger generations. Critically, delivering on the perennial, somewhat paradoxical Gen Z demands for high levels of privacy, but also similarly high levels of personalised products and brand messaging.

Turn insights into activation for D2C and e-commerce health campaign success

But as we know, data, in isolation, holds limited value. Its real power is unleashed through activation – the transformation of insight into strategy. And in a world where consumer expectations are rising and attention spans are shrinking, the ability to deliver timely, relevant, and meaningful engagement is an outright competitive advantage. And it can only be achieved through a deep, data-driven understanding of people.

For D2C and e-commerce health brands, this understanding and successful activation requires them to:

• Identify high-value customer segments for targeted acquisition and retention
• Predict churn and retention patterns within subscription-based models
• Inform campaign messaging with real-world consumer behaviours and motivations
• Develop nuanced personas reflecting not just demographics, but attitudes, values, and lifestyle choices
• Personalise content across relevant digital channels, from email to in-app experiences
• Build lookalike audiences for acquisition campaigns on platforms like Meta and Google
• Optimise digital spend by measuring performance and refining segmentation over time

This is where the transformation power of comprehensive datasets, such as CACI’s Ocean database, which offers over 700 variables at an individual and household level, comes in. Ocean includes everything from financial situation, media consumption and digital behaviours to lifestyle preferences like veganism and exercise to whether consumers have a smart watch or fitness band.

When combined with geodemographic tools like Acorn – segmenting over 1.6 million UK postcodes using more than 800 variables – and supported by bespoke data analysis, brands can unlock a truly multidimensional view of their audiences wherever they are.

This approach allows brands to move beyond generic targeting and into a space where campaigns are not only more relevant but also more respectful of consumer expectations – a win-win for younger cohorts who dislike intrusive and irrelevant brand messaging but demand personalisation nonetheless!

Data insight for a dynamic healthcare future

As healthcare consumers’ expectations evolve and the consumer health and wellbeing market with it, so must the strategies brands use to engage them. Success for D2C and e-commerce healthcare brands doesn’t just hinge on understanding who consumers are today — it’s about being able to anticipate who they’re becoming even as new healthcare technologies, products and devices become available. By being able to able to identify and engage high-lifetime value customers as early as possible, brands also have a greater chance to capture markets as they evolve.

The effectiveness of multi-layered segmentation in improving marketing precision now – and as AI becomes more integrated – is well established. CACI’s ability to deliver on this today with our consumer data and bespoke strategic segmentation capabilities ensures brands are future-ready

Data isn’t just a tool – it’s a strategic asset. Brands that invest in sophisticated segmentation and activation today will be best placed to drive sustainable growth tomorrow.

Speak to our healthcare consumer segmentation specialists today.

As attitudinal segmentations are usually based on surveying a smaller sub-group and not based on data which can be easily applied to customers on your database, bridging attitudinal segmentations can be a challenge and is not always a straightforward process. However, it is a great way to provide a consistent customer experience.

So, what is attitudinal segmentation and what considerations should an organisation have when it comes to their approach for bridging an attitudinal segmentation?

What is attitudinal segmentation & how to bridge an attitudinal segmentation

Attitudinal segmentations are typically created using data from quantitative surveys. They can be a powerful tool for delivering rich insights into customer and prospect mindsets and provide a valuable framework for organisations to engage customers effectively through an in-depth understanding of their needs, attitudes and motivations.

Being able to treat customers consistently throughout the marketing funnel helps to establish a relationship with them and deliver resonating messages that will drive increased engagement. Once someone becomes a customer, they will expect to see the same messages that originally struck a chord with them reflected and developed in their ongoing journey with you.

The economic and social disruption since the pandemic has permanently changed consumers and their expectations of brands, so ensuring your online messaging aligns with these changes is increasingly important. We consistently see organisations that are personalising messaging for their customers increasing their market share, net promoter scores, return on investment and profitability. With this in mind, being able to make your attitudinal segmentation actionable on your database should be a key part of your customer engagement strategy.

Key questions to address the challenges of bridging an attitudinal segmentation onto your customer base

There are no two ways about it – data is key to tackling this challenge and making it actionable. To achieve this, you should ask the following five questions to get started:

• Where and who created the segments? Were the segments created by your organisation or a media/research partner? This is pertinent to understanding if you can get to the raw data or in understanding the level of granularity of data you can obtain.
• What data is there? Do you have access to the responder level data or tables by segment or Pen Portraits? The data you can reach will determine the method of bridging that can be used.
• Were questions only posed to your customer base or to the wider population? What types of questions were asked and were they personal to the organisation or more generalised? This can impact the resulting solution.
• Are there any behavioural traits reported within the data that were part of the same survey? Wider data beyond pure attitudes can be helpful to model this back to the database.
• Were any demographic questions asked or was postcode captured? This can help the process of creating the link between segments and customer base.

While bridging an attitudinal segmentation can be challenging, these questions will help identify how simple or complex the solution will be.

Key techniques for bridging attitudinal segmentation

Depending on the granularity of the data your organisation has access to, the following techniques can be leveraged:

• Responder level data: As this is the most granular form of data, it produces the most accurate results. Techniques here include modelling each of the segments by using a mix of the responder data and CACI’s own data to score this up against a customer database before validating this against the responder panel.
• Tables by segment: We can compare each customer’s results to the segment averages based on a combination of multiple data points. Validation is key through profiling and sense checking the segment distribution.
• Pen Portraits: Here we would use a rules-based approach to recreate segments based on high-level views of the segment to capture the different blend of information that you have to bridge the data. As before, the final step of validation is key to ensuring the solution’s accuracy.

If raw data is inaccessible or unavailable, the following alternative methods can support:

• Adding golden questions to market panels: This will provide more demographic and behaviour traits which support the bridging process.
• Surveying the whole customer base with golden questions: Responses can often be skewed to particular segments, however, and some consumers may be more inclined to answer than others.

Considerations at the start of an attitudinal segmentation journey

Including key customer traits

When beginning an attitudinal segmentation, our first recommended consideration would be to include some key customer traits. Including additional questions such as demographic markers (postcode, gender and age band) will support segmentation mapping on to the database.

Cross-team engagement

Cross-team engagement will be invaluable to ensure the segmentation meets goals and drives value. This will help flesh out what the segmentation will be used for now and in the future, as well as gauging what you need from the segmentation and building it accordingly. It is also pertinent in getting buy in as early as possible to ensure teams are engaged when the solution is rolled out.

Backing segmentations with research

Another solution would be to build the segments first and then use research to enhance them with attitudinal values. This solution can work well with one of the benefits of running focus groups to bring life to the segments rather than using the attitudes to drive the segmentation.

Ultimately, it is about finding the right balance that works for your organisation based on wants and needs. Attitudinal segmentations can bring excellent insights but are limited in their applications across a database. Fundamentally, it is a process of ensuring that through engaging the whole organisation, your solution is optimised to meet strategic aims.

How CACI can help

CACI is in a unique position with a UK-wide dataset on all adults, encompassing over 800 variables that we can use to profile and create proxy variables to support the possibility of a successful bridging exercise. We help solve the challenges associated with bridging attitudinal segmentation for leading organisations many times each year.

To learn more about getting the most out of your segmentation and how CACI can support you through this journey, get in touch and we can discuss your challenges in more detail.

What is Marketing Mix Modelling (MMM)?

Marketing mix modelling (MMM) is a statistical tool that helps organisations understand and quantify the impact of marketing activities on consumers’ behaviours, sales, return on investment (ROI) and more. It breaks down an organisation’s performance by channel, incorporating various types of data to evaluate effectiveness and determine which marketing activities are most heavily influencing the organisation’s business outcomes, which we explore further in our blog on marketing mix modelling.  

Based on a series of steps, MMM begins with data collection of marketing variables, followed by an analysis of the data collected to identify relationships or patterns and building a customised model to showcase actions and results. Finally, scenario testing can be conducted to gauge possible outcomes, leveraging the results to optimise marketing strategies and bolster decision-making. 

What is multi-touch attribution (MTA)?

Multi-touch attribution values each customer touchpoint leading to conversion, with its goal being to decipher the marketing channels or campaigns that should be credited with the conversion. The intention of this is to measure the effectiveness of each channel or touchpoint so that marketers are aware of where they should focus efforts and resources and allocate future spend in the most effective ways possible to enhance customer acquisition efforts.  

Through multi-touch attribution, a more comprehensive view into customer journeys can be gained, enabling organisations to create better strategies or optimise their ad spend in line with market shifts. The ability to see how each touchpoint impacts a sale is what allows organisations to dissect customer journeys and allocate budgets accordingly.

What are the differences between multi-touch attribution (MTA) vs marketing mix modelling (MMM)?

Aggregated versus disaggregated data

Aggregated data is statistical data used in MMM that is grouped into channels, regions or times to assess trends in terms of how channels contribute to sales. Disaggregated data, on the other hand, is behavioural data that is used in MTA to gain the most detailed insights possible at user or individual level.  

Organisations require aggregate information for visibility into external trends that may be affecting marketing efforts and conversions. In comparison, the precise level of detail available through disaggregated data is critical in MTA as it is required for assigning multiple touchpoints within a customer journey.

Objective and impact assessment

MTA uses trackable customer interactions to understand the importance of each touchpoint. As a result, one of the most substantial differences between these two is their objective. MTA focuses on the impact of specific, individual touch points and their sale or conversions impact, whereas MMM focuses on the overall impact of your marketing mix and how that combination influences sales or other outcomes.

Choosing the right approach for your company

MMM’s main goal is to help organisations deduce overall business outcomes and MTA helps organisations understand the contributions of individual touchpoints to conversions or actions. MMM includes both online and offline channels, whereas MTA only includes digital channels that track individual user behaviours. 

While MTA may not be easy to implement due to ever-changing customer journeys paired with uniting all touchpoints across various devices, channels and platforms, it does enable flexibility and offers a more granular understanding of what does and does not work within marketing initiatives. This flexibility and granularity equips organisations with insights that allow for informed, data-driven decision-making for digital marketing campaigns.

When to use multi-touch attribution modelling (MTA)

Multi-touch attribution has become a staple for organisations requiring tactical insights and are focused on short-term optimisation by measuring and quantifying the impact that their digital marketing campaigns are having. The visibility that multi-touch attribution modelling provides into the success of touchpoints across a customer’s journey is unparalleled. #

This insight is critical for organisations to consider amidst consumers’ increasing wariness of marketing messaging. Through this, the right audiences and their respective marketing preferences can be identified across channels, enabling customised messaging to be created and the right consumers on the right channels at the right times to be reached. 

Maximising ROI can also be made possible through multi-attribution modelling by engaging with consumers in fewer though more frequent and impactful marketing messages that ultimately shorten sales cycles. 

When to use marketing mix modelling (MMM)

Marketing mix modelling should be used when needing to understand the combined impact of advertising spending, promotions, pricing and distribution channels. It can be particularly impactful for organisations that are well-established and have a plethora of data over the course of many years to work with.

From media activities to external variables including macroeconomic factors and competitors’ activities and internal variables like product distribution, product changes and price changes, countless categories can be monitored for organisations to analyse data and understand the relationship between sales and these elements. Its [immunity to the everchanging privacy landscape] is also a key advantage.

How to use both approaches together

Both MTA and marketing mix modelling MMM are key approaches in the realm of marketing analytics. When used together, MMM can offer macro-level views into marketing impact on revenue, while MTA can supply granular insights into the effectiveness of specific marketing channels. Organisations that understand when and how to use both approaches will find themselves transforming their marketing strategies and maximising their ROI.  

Combining these two approaches when building an attribution strategy is often recommended. However, MMM will ultimately be most effective for gaining long-term, strategic insights that can bolster planning and financial outcomes, whereas MTA is best suited for short-term, tactical insights that can enhance day-to-day optimisation, campaigns and decision-making. 

How CACI can help

CACI supports businesses in their delivery of optimised marketing efficiency by:  

• Determining the value and performance of activity through evolved multi-touch & econometric modelling
• Producing results to sustain & increase growth through targeted investment & improved marketing performance
• Delivering improved accuracy, consistency and availability of marketing performance insights
• Enhancing capability by evolving data, technology & process
• Supporting the provision of ongoing strategic & delivery resource.

Find out more about the impact that digital attribution modelling can have on your business by contacting us today. 

Watch a session from our recently event on how to optimise marketing performance through Commercial Mix Modelling.

Sources:

• https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/
• https://funnel.io/blog/mta-vs-mmm#:~:text=Marketing%20mix%20modeling%20(MMM)%20and,effectiveness%20of%20specific%20marketing%20channels
• https://www.marketingevolution.com/marketing-essentials/multi-touch-attribution
• https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/
• https://www.marketingevolution.com/marketing-essentials/multi-touch-attribution

As businesses grow, so do the expectations of their customer experiences and those delivering it. Acquiring more customers, more products and, therefore, more data comes with increased complexity and an increasing demand on those in marketing, data and IT to enable growth.  

A successful growth agenda must consider not just the business goals, but the actionable steps to achieve them. These steps should include understanding the data, the insights it will deliver and the technical capabilities of how to scale. This can be a daunting challenge given the complexity and scope of the market.  

In this blog, we will explore how an enhanced customer experience can be delivered alongside business growth and the common issues businesses face, from operating at scale and delivering high-value experiences with limited technical resource to optimising technology for growth.   

The challenges of operating at scale

Businesses experiencing rapid growth on the journey from start-up to breaking into the mid-market and beyond find themselves in a complex landscape. With growing volumes of customer data, pressure to deliver an effective customer experience and legacy technology from early in the business’ trajectory, the challenge of maintaining that growth can be significant.  

These challenges can be broken out across the pillars of Data, Technology and People and Process. However, these are fundamentally reliant on each other, with each requiring attention to enable an impactful customer experience. 

Data is critical for understanding your customers and provides the foundation for your customer experience. Leveraging your customer understanding enables personalisation and brings you closer to a 1:1 relationship. The challenge is drawing insight from your customer data, considering things like segmentation and modelling to understand behaviour, then making that understanding actionable and available to be used for personalisation.  

This brings us to Technology. Underlying martech is the engine for customer experience, fuelled by data. Businesses often hold on to legacy systems and processes, which can become limiting factors when experiencing growth. Scaling existing technology can create bloat and operational inefficiencies as the aspirations are built on unsteady foundations.  

With Data and Technology in place, there is still the strategic element to consider. Mature, data-led businesses treat their customer experience as an iterative process. By monitoring campaign performance and understanding their customers, their communications are personalised across content, timing and channel, and they are constantly assessing how they can be more relevant and engaging for their customer. 

Enabling this iterative cycle requires a nimble customer experience, paired with the breaking down of silos between marketing, data and IT functions to enable your team to work efficiently and keep up with consumer demands.  

By putting customer understanding and activation along with the right tools in the hands of the marketer, they can identify and deliver high-value activities across customer acquisition, retention and win-back.   

Delivering high impact solutions with limited technical resources

The answer to the question: “What are the high-value activities of our brand?” is often hidden within the data. Focused insight gathering and customer understanding can reveal where in the process customers churn, what marketing is effective and what could be done better.  

Often the challenge here is again one of resource: finding someone with the right skills and resources to draw insight from data, present it clearly for marketers, data experts and C-suite, and then use this to inform the customer experience.  

This process is ongoing and iterative. A one-off solve will always be limited as customer needs, products and demographics evolve over time. Therefore, effective growth requires a dedicated measurement framework to ensure the customer experience is driving results.  

By taking a customer-first approach and prioritising your high-value activity, you can articulate what you need to deliver the experience effectively, whether that is more understanding of who your customers are, better capacity to automate and personalise, or more substantial reporting to continue iterating to grow closer to your customer.  

Optimising technology for business growth

High-value activities depend on the right technology. Legacy systems often hinder growth by limiting access to real-time data and advanced capabilities required for superior customer experiences. 

Growing businesses often outgrow legacy platforms, which lack the sophistication needed for modern demands. Upgrading to advanced marketing platforms allows companies to enable personalised, multi-channel journeys, automate tasks at scale and leverage AI-powered insights, helping marketers meet evolving customer expectations with greater efficiency. 

Selecting and implementing the right technology can be a challenge, however. The martech space is incredibly crowded with, at time of writing, over 14,000 products (per Scott Brinker’s State of the MarTech report), all with their capability, functionality and requirements. To select the right tool, businesses must consider what their aspirational customer experience is, how the tool integrates with the rest of their stack and how they are going to deliver value quickly after embarking on implementation.  

What should brands do and how can CACI help?

To successfully scale up your business without compromising your customer experience, CACI suggests considering your data, technology and operational processes ahead of making major changes. The key to growth is working backwards from your aspirational state to construct an actionable maturity roadmap. This ensures you are dedicating time and effort to the immediate priorities that will bring value back to the business while working towards your goal state. 

Our tried-and-tested approach of bringing together experts on Data, Technology, People and Processes has delivered results for complex brands like EasyJet and ASOS. CACI’s data-led, customer-centric approach focuses on enabling the customer experience by understanding the overall business vision and customer needs, considering market positioning and the steps a brand can take to sustainably and effectively deliver on their ambition. 

If you are looking to accelerate customer data or technology changes by connecting and activating your insight, please get in touch to discuss what strategies and solutions that our team of experts can help you deliver.

Related case studies

• Transforming Bupa’s customer journeys
• Activating data for a flagship customer experience project for the RAC
• Enabling Legal and General to become data led, technology enabled and customer experience-focused

During a recent visit home, my family and I took a trip into Liverpool. As part of the day out, I had a wander around Liverpool ONE and— as feels mandatory for anyone who visits— popped into Liverpool ONE’s new-and-improved Zara store.

The elevated Zara is markedly an easier shop— more spacious, easy to navigate and more aesthetically appealing— transforming it into a showroom-style experience. While I didn’t purchase anything at the time, it did make me consider how a change in store format might inspire additional spend.

How a physical Zara store influences online spending

This updated Zara experience in Liverpool ONE isn’t just a boost for in- store shopping, its presence also inspires a substantial increase in online purchases too. Prior to the renovations, the store already contributed to a 25% increase in online sales locally. Zara now offers a hybrid shopping experience which inspires more customers to shop online, creating a blend of online and offline shopping.

The new-and-improved  store has further embraced hybrid technology to bridge the gap between physical and digital shopping, with innovative features like Store Mode. With Store Mode, shoppers can check real-time stock on the app or website, or even order items for same-day pickup in-store.

Other tech-focused improvements combat the infamous queues, including RFID trackers for quicker item processing in changing rooms, self-service kiosks and online booking for changing rooms. These features are a welcome upgrade that not only improve the in-store experience, but also provide a smoother transition between online and physical shopping.

Assessing the broader impact of in-store experiences

To understand the full impact of Zara’s presence, it’s essential to consider more than just in-store sales. Recent data from CACI’s “Voice of the Nation” survey reveals that a positive in-store experience can drive 36% more purchases, with a showroom-style layout adding another 19%. However, this effect varies by demographic— younger shoppers are drawn to interactive showroom features, while older customers respond positively to an overall pleasant in-store environment. 

For landlords, recognising the broader value of physical retail spaces is key. The halo effect of a well-designed store can enhance a brand’s online sales significantly, but this impact depends on factors such as the store’s type, location and shopper demographic. For example, a city centre location can drive 13pp more online spending for fashion retailers than a similar store in a Regional Mall. For a store generating £1 million in revenue, this difference could equate to £130,000 in additional online sales. 

How can CACI help?

As consumer behaviours shift towards a blended online and offline shopping experience, it is important that both landlords and tenants can quantify the online halo to understand the true value of a store in influencing online spend. 

CACI can quantify the online halo for over 41 million combinations of shoppers, locations and asset types, helping brands to maximise their retail impact. Further insight into the online halo will be shared in our upcoming blog series that will explore how and why major cities demonstrate the strongest online halo impact and the overall effect on sales, how the halo impact increases by the number of locations with overlapping catchments, the interlinking of the online halo with target demographics, and impact of proximity on outlet store versus concept store performance. 

Discover how the online halo can support your business strategies for the future, contact us today! 

In our previous blog in this series, we assessed the impact of the grey belt initiative on housing nationally. In this blog, we turn our attention to two regions: North West England and Scotland, assessing the potential impact of the grey belt initiative on both regions.

How will the grey belt initiative affect North West England?

The North West represents one of the biggest opportunities for the grey belt, where 69,820 new homes could be delivered across the 951 potential grey belt locations identified by VirginLand. While the North West is not, in fact, the region with the largest number of individual sites (Scotland has 5,960 sites and South East England has 3,207 identified locations), it is home to the largest sites, with each location able to accommodate 73 units on average across 2.4 hectares.

What makes the grey belt a good bet for the North West is not just the number and size of sites identified, but their location relative to potential movers. In fact, 58% of all home movers in the North West live within the grey belt catchment, comprising over 1 million movers.

Using CACI’s Paycheck and StreetValue datasets, the affordability levels within the catchment of the grey belt sites can be assessed to better understand the regional role that the grey belt can play. At five times the average household income, house-price-to-earning ratios within the catchment area of the grey belt are in line with the North West average (5.1 times income) and below the national average of 6.8 times income. At the same time, private rents sit at just 18.3% of the average earnings, against a regional backdrop of 21.1% and national averages of 27.6% of earnings. The requirements of the grey belt in the North West are not necessarily to deliver dramatically more affordable housing than is already available in the area, but to increase the overall supply of housing.

How will the grey belt initiative affect Scotland?

As with the North West, the grey belt is well located to serve the needs of many home movers in Scotland, with 54% of all movers living within easy reach of the 5,960 sites identified by VirginLand. Although numerous, the sites in Scotland are the smallest of any region, averaging at just 0.4 hectares that could accommodate 12 new dwellings.

Unlike the North West, there is a clear set of characteristics among catchment movers that provide clear guidance on the type of housing that is needed of Scotland’s grey belt. Of the 665,000 potential catchment movers, 44% are expected to move to flats (against a national average of 18%) and 28% to move to social rented accommodation (against a national average of 19%). CACI’s geodemographic segmentation of the UK, Acorn, provides further clarity, with high concentrations of people moving to “Hard Up Household”, “Cash Strapped Family”, “Constrained Pensioner” and “Challenged Circumstances” neighbourhoods.

These demographic groups are some of the most economically strained within our society, and audiences that we have demonstrated in previous articles have had relatively little new housing delivery in recent years. On a practical sense, it has proved hard for private enterprise to make truly affordable new housing projects for these groups commercially viable because of the prices that they can afford to pay relative to project costs. However, this is a challenge that will need to be overcome to unlock the full potential of the grey belt in Scotland, either through closer collaboration or the delivery of blended neighbourhoods.

What conclusions can be drawn from these two regions and applies to the grey belt initiative on a national scale?

Contained within these two regions are the following important conclusions that can be applied to the national picture:

How CACI can help?

To learn more about how you can ensure that your developments are meeting the demands of local movers, contact CACI.

Missed the previous blogs? Find the links to the series so far below:

How grey belt sites will help tackle the UK housing crisis

Grey belt sites: what they are, locations & impact on housing

Assessing the impact of the grey belt initiative on a National scale

In our previous blog in this series, we dove into what grey belt sites are, including their locations and projected impact on the future of housing. Today, we’ll examine the grey belt strategy on a national scale.

How can the grey belt initiative impact housing on a national scale?

As previously highlighted, the government aims to build 1.5 million homes in the next five years. If successfully implemented, the grey belt initiative could play a pivotal role in meeting this ambitious target. The former government set significant housebuilding goals—constructing 300,000 homes annually and achieving 1 million new homes over a parliamentary term. However, the figures for 2021-22 and 2022-23 fell short, with only around 235,000 homes built each year. With the new Labour government adopting even more aggressive targets, innovative strategies like repurposing grey belt land could be key to delivering homes on a larger scale.

VirginLand research has uncovered nearly 8,000 potential grey belt sites across England and a further 6,000 in Scotland. The 7,823 sites in England could collectively accommodate up to 450,000 new homes, while the 5,960 in Scotland could accommodate 74,000. With a total capacity of 524,000 new homes, the grey belt represents a substantial opportunity to address the housing shortage. In partnership, CACI has revealed that 36% of all home movers in these regions live within two miles of a potential grey belt site. To put this into perspective, nearly 5 million potential home movers are currently situated within the catchment areas of these sites. This emphasises the strategic importance of grey belt land, not only in providing housing, but in meeting demand where people are already seeking to relocate.

The fact that one in three movers live so close to these sites is a powerful indicator of the relevance of grey belt land in addressing the housing needs of a growing, mobile population. This proximity strengthens the case for rolling out the grey belt strategy on a national level, offering immediate and long-term benefits to communities in need of affordable housing solutions.

How undeserved & undersupplied groups will be supported by the grey belt initiative

The accompanying data illustrates the national picture of the new grey belt strategy, highlighting the importance of addressing the housing needs of underserved groups. Housing development has traditionally focused on a few demographic clusters, with the “Tenant Living” group (18%) receiving a large share of new housing deliveries. This reflects a growing focus on affordable housing and rental markets, which are crucial for tackling the UK’s housing crisis. However, the grey belt strategy seeks to broaden this scope, opening up underutilised land for development to benefit a wider range of demographics, including “Limited Budgets” (3.3%) and “Hard-Up Households” (2.8%).

Further research conducted by CACI highlights the potential of grey belt sites to serve undersupplied groups. Data reveals that people living within two miles of potential grey belt sites skew towards lower affluence groups, which have historically been underserved in new housing developments. Groups such as “Limited Budgets” (6.1%), “Hard-Up Households” (8.4%) and “Cash-Strapped Families” (7.3%) represent a significant proportion of grey belt movers compared to the profile of new homes delivered over the past five years.

This shift indicates that the grey belt holds immense potential to cater to these underserved demographics, offering new housing opportunities that align more closely with the needs of lower-income populations. By unlocking development in the grey belt, the government has the opportunity to meet its housing targets while addressing the imbalances in housing availability for a broader spectrum of society. This strategy is not just about numbers; it’s about making housing accessible and affordable for the people who need it most.

How CACI can help?

Stay tuned for the next blog in this series, where we’ll explore the potential that this grey belt initiative has on the North West and Scotland. In the meantime, contact CACI to find out how you can ensure that your developments are meeting the demands of local movers.

The UK has not been meeting its house building targets for some time. This is not new news, but it is worth reiterating the scale of shortfall. Over the past five years, we have consistently delivered 20% fewer homes than were targeted: a total miss of nearly 300,000 homes (or put another way, an entire year’s target). 

Couple this with projected population growth and we can see why house building has made its way up the political agenda. The population is expected to swell by 3.8 million people over the coming 10 years, and naturally, these people will need somewhere to live.  

In this blog series, CACI and Virgin Land will uncover key questions around the future of house building targets and how they can be addressed via grey belt sites, including their locations and desirability, whether they create suitable opportunities for inhabitants and how they vary by region.

Where should new house building targets be focused?

Population growth will concentrate around major towns and cities, especially given that 14 of the largest 15 towns and cities have projected growth rates that outstrip the UK average. However, cities are not always where the market has delivered new homes. In fact, eight of those top 15 towns and cities have housing delivery rates that lag behind the national average. Therefore, new housing targets should be geographically directed to the places that people want to live. 

Who should be the focus of house building targets?

Housing growth should be targeted at the people that need it most. Left to its own devices, the market has delivered new housing that concentrates around a few demographic groups. Using CACI’s Acorn segmentation to profile new homes delivered in the last five years, we can see clear trends in the data; Tenant Living (young, urban renters) comprise 18% of new homes but just 12% of the population, Semi-Rural Maturity and Mature Success (two affluent, older groups who are likely to be downsizing) collectively account for 20% of new homes but just 13% of the population. Lower affluent, urban families such as Limited Budgets, Hard-Up Households and Cash Strapped Families, however, have received disproportionately little housing development.  

This is not to lay blame on housebuilders; the commercial challenges of development in urban environments are clearly contributing factors, however, the impact is one of acute supply challenges in specific demographic groups who are coincidentally the groups most likely to be living in over-occupied housing. To maximise the impact of housebuilding initiatives, the route forward requires a more collaborative approach, which the newly formed MADE Partnership may well deliver. 

How will the grey belt make a difference for house building targets?

Central to the Labour government’s housing policy is the rezoning of poor-quality green belt sites into the “grey belt”, effectively opening swathes of previously unavailable land for development. But how influential could this policy change be? CACI and Virgin Land have partnered to uncover the potential impact that opening up the grey belt can have on housing market dynamics.  

How CACI can help? 

Stay tuned for the next blog in this series, where we’ll dive deeper into grey belts, their locations and their impact on housing. In the meantime, contact CACI to learn more about how you can ensure that your developments are meeting the demands of local movers.

Want to increase your visitors’ spend by 25%? Invest in your amenities.

Facilities are a vital part of retail and leisure destinations. Despite not directly producing turnover, they play an essential part in driving performance. Through research from our Shoppers Dimensions dataset– our database of over 1 million respondents across 270 UK-wide destinations which enables key performance indicator (KPI) benchmarking of assets against similar locations across the UK to contextualise performance and enhance decision-making– we analysed how various KPIs are impacted by consumers’ experiences and perceptions.

So, how exactly are services and amenities within retail destinations affecting consumers’ behaviours? How can retail destinations leverage these insights to bolster experiences and perceptions?

How do consumers’ overall shopping experiences influence their spending behaviours?

According to our research, retail destinations capable of improving their rating of a person’s overall shopping experience may recognise an increase in their average retail spend by £21.

There is an uplift across the board when overall shopping experience is rated 5 out of 5, with average retail spend increasing by 25% and catering spend by 17%.

How do experiences & perceptions of toilets impact retail destinations?

It may not be a glamourous topic, but toilets are often called out by customers as an issue. They are expensive to renovate and maintain, and without a direct revenue stream associated with them, it is easy to think of toilets as a cost. Despite this, our data shows that investing in facilities can actually drive performance.

Firstly, when looking at shopping centre locations of those that rate the toilet facilities 5 out of 5, our data shows that this leads to an uplift in time that a person stays at the destination by 16%, which accounts for 12 additional minutes per customer. But how does this additional dwell time translate into spend? Customers that give toilets a top rating record a 26% uplift on their average retail spend, an increase of approximately £21.34 per customer.

Retail is not the only category affected. In fact, catering conversion experiences an uplift of 5 percentage points and the average spend on catering increases by 19%. There is therefore direct value to unlock by maintaining and improving these facilities, even if that means you have to spend a few pennies to do so.

How to attract more family groups from further afield 

Family groups can be a hard group to target, but once at the destination, they are likely to come for ‘Big Day Out’ trips which are associated with a higher average spend. For many destinations, this group tends to live further afield, such as in the suburbs of a city.

When family facilities are rated higher, there is an uplift in their drivetime by 23%, an increase in their dwell time by 17% along with an uplift of 25% in associated retail spend. Showing that better family facilities draw in these high-spending visitors from further away

How do car park experiences & perceptions impact interactions with the rest of the shopping centre?

One of the most interesting findings we came across when looking into the impact of ratings was with overall parking experience. This is another topic that consumers are passionate about; ever hard-to-please, the consumer wants it to be cheaper, with more spaces and of a better quality.

But do better perceptions really lead to stronger key performance metrics? In short, the answer is a resounding “yes”. Those who rate the overall parking experience 5 out of 5 see an uplift in dwell, retail and catering average spend and conversion. The greatest uplifts are in dwell time and average retail spend.

On average, dwell time will see an uplift of 17% (14 minutes) while average retail spend will see an uplift of 30%, leading to an average increase in spend of just over £25.

Key takeaway: higher perceptions equal higher spend

Overall, our data shows that the higher the perceptions, the more people will spend and the longer they will stay. This is the case when we look at the ratings for overall shopping experience, cleanliness, overall parking experience, family facilities, customer services, signage, architecture and toilet facilities.

While it might not be glamourous, strong perceptions of parking experience and toilet facilities do lead to an increase in key performance indicators, proving that there is value to be unlocked by investing in these facilities.

How can CACI help?

At CACI, we understand the impact that driving improved perceptions of facilities within a retail destination can have on consumers’ behaviours, such as which amenities encourage people to visit from further away, stay longer or spend more on their trip.

To gain a better understanding of how consumers interact with places, reach out to us to discuss how we can help you measure your performance and identify growth opportunities. 

Tackling health inequalities is a tremendous challenge.  It requires healthcare organisations to understand the demographics, lifestyles, behaviours, needs, and external pressures that individuals across the country face daily with greater accuracy. Access to accurate and detailed data significantly impacts an organisation’s ability to develop a robust response to inequalities and determine which services will meet local needs.  

In our recent webinar for NHS England on “Tackling Health Inequalities with Effective Data & Insight”, we explored the impact of our datasets and insights on NHS England’s ability to tackle current health inequalities and devise strategies to improve future outcomes.  

So, what have the findings from our various datasets and our Voice of the Nation (VOTN) Q1 2024 survey shown regarding the behaviours and health concerns of different demographic and affluence groups across the UK? How can healthcare organisations apply these findings to improve outcomes for their local communities? 

Half of the survey respondents are concerned about their personal wellbeing and mental health

Personal wellbeing and mental health are incredibly important considerations for the NHS. According to our survey results, these have been hugely concerning for people of various ages across the UK, with 50% of our VOTN Q1 2024 survey respondents claiming to be concerned about both. This is the highest number of respondents for these sentiments that CACI has ever seen in the four years of this survey being conducted, demonstrating the need for healthcare organisations to review their current offering of personal wellbeing and mental health services avoiding a ‘one size fits all’ approach that targets all ages.  

Millennials are the most concerned of all age groups about their health

While the traditional assumption may be that younger generations are more carefree and less preoccupied with the concerns of the world, our survey results have shown the opposite. Millennials were the most concerned of all age groups (from Boomers to Gen Z) for their personal wellbeing and mental health, with more than two-thirds feeling this way. This further reiterates the necessity of ensuring that all age groups—particularly Millennials—are offered relevant personal wellbeing and mental health services. 

Affluence does not shield from health concerns

Our survey results indicated that personal wellbeing and mental health concerns have been affecting individuals across all affluence levels. While one might assume that higher-affluence individuals experience fewer wellbeing and mental health concerns, our findings revealed that as many as half of the respondents from the higher-affluence Acorn categories of Luxury Lifestyles and Established Affluence expressed concern about these aspects of their lives. Respondents from the Low Income Living Acorn category expressed the highest level of concern for both areas.  

These insights provide concrete evidence for healthcare organisations to tailor their services based on the specific needs of different affluence groups, rather than relying on open data or assumptions. These results demonstrate the right healthcare services must be accessible across all affluence levels.  

How can CACI help?

CACI can help healthcare organisations tackle health inequalities, supporting a range of clinical areas of health inequalities from severe mental illness (SMI) to maternity and chronic respiratory disease (CPD) to early cancer diagnosis, hypertension case-finding and more. Our partnership with NHS England provides all 42 integrated care boards (ICBs) with free access to a variety of datasets that are being used to tackle health inequalities.

Contact us today to learn more about our partnership with NHS England or to find out how our datasets can improve outcomes for your healthcare organisation. 

With the continuing trend of hybrid work within worker hubs, consumers’ food-to-go spending in quick service restaurants (QSRs) remains concentrated on some days and displaced on others. Consumers’ wallets also continue to face an ongoing squeeze, resulting in pressures on day-to-day convenience spend.  

So, what transactional trends are being observed across different demographic groups, geographies and price-points as these trends continue? What impact do these trends have on operators’ future openings strategies and overall performance? 

Food & beverage have become increasingly prominent on High Streets 

Over the course of 2019 to 2023, most retail centres in all asset classes have grown their share of food and beverage (F&B) outlets, noting an increase in over 90% of centres in the top four classes— City Centres, Regional Malls, Major Town Centres and Satellite Centres. Despite F&B having become increasingly prominent in shopping and retail parks, there has been a mixture of increases and decreases observed in towns, transport hubs and leisure parks, raising the question of whether oversaturation has had a role to play in some locations.

Centres are polarising

Over the same time period, city centres, regional malls, major towns centres and satellite centres have dropped in their overall level of consumer attractiveness in line with consumers’ changing behaviours. So much so, that the four largest asset classes have seen declines in over 90% of their centres. The picture is a bit more mixed as the retail hierarchy descends into towns, transport hubs and leisure parks, however, with an average of 40% of centres in these asset classes seeing a decline. The ever-increasing proportion of consumer spend moving online has undoubtedly prompted these downward trends.

Given the vast differences in changes at an asset class level, and with many exceptions at a centre level, having access to detailed data on the changing attractiveness and demographics at centre level is vital. 

Customer behaviours towards QSRs continue to change

Many may think that post-Covid QSR demand is just about Tuesday to Thursday, driven by changes in working behaviour, but this is an over-simplification. CACI’s local centre mobile app data analysis within our Location Dynamics suite shows that while areas like Fleet Street/St. Paul’s in the City of London now do have a pronounced Tuesday to Thursday peak, it’s far from the universal norm. As shown by the dark-shaded time segments in the graphs below, places like Barkers Pool in central Sheffield have a very pronounced Friday and Saturday night economy. This further contrasts with central Eastbourne, which has maintained a more traditional Monday to Sunday 9 a.m. to 4 p.m. custom and a strong weekend daytime custom.  

Ultimately, locations are different, and successful operators must understand the different ‘missions’ their customers will be on to ensure they meet their customers’ needs and ensure that they staff their outlets to provide the right level of services at times demanded by their customers.

For food-to-go retailers to engage with consumers at the right time and in the right place, it will be critical for them to consider:  

• The F&B offers in local areas 
• Changing consumer behaviours as a reflection of new and embedded worker patterns, 
• Centre attractiveness 
• Overarching market shifts that impact footfall on specific days and times.  

How CACI can help?

With these trends in mind, it is critical for food-to-go retailers to have a detailed understanding of who their customers are, where they are located and what times of the week they are most likely to interact with your chain or restaurant. It is equally important to understand your place in terms of its attractiveness to customers and the effect of its location on driving footfall.  

Data is key to maintaining a competitive edge amidst evolving trends, an area where CACI excels in providing support. Find out how we can keep you and your team ahead of the curve by reaching out to us today.

If the last few years of pandemic uncertainty and budget constraints amidst the ongoing cost of living crisis have shown us anything, it’s that travellers have become increasingly conscious of the cost of travel. As a result, they’ve placed increased value on having an optimal travel experience to justify its cost.  

We examined the current driving factors behind optimised travel experiences in our Voice of the Nation Q1 2024 survey, where we asked 2,000 respondents how they felt about an array of travel changes and how the cost of living, airline loyalty and more have impacted their travel choices into 2024. 

So, what shared values and needs do travellers of all ages and affluence levels seem to have in common this year? How have these forthcoming trends been affecting the wider travel industry?

Travel spend will increase in 2024 despite decreases in most other sectors

When asked whether their anticipated spending will decrease, increase or stay the same this year compared to last, holidays actually rank third among areas people expect to increase spend in 2024– with groceries and commuting costs coming in first and second– despite an overall expected decrease in spend in other areas this year.  

Plans to holiday abroad skew significantly on affluence lines 

From Boomers to Gen Z, more than half of respondents from every age group plan to holiday in some capacity– both in the UK or abroad– in 2024.  

When it comes to taking holidays abroad, 38% of respondents are making plans and budget room to do so this year. Of these respondents, as much as 50% come from the higher affluence Acorn categories of Established Affluence and Thriving Neighbourhoods. Approximately one in three of the lower affluence categories of Steadfast Communities, Stretched Society and Low Income Living share the same sentiment.  

A quarter of all respondents have no intention of travelling this year, and 22% plan to visit another part of the UK, which would appear to be in an effort to save on travel spending. In reality, no matter where you go for your next holiday, the same proportion of respondents agree that cost will be the biggest determinant behind their destination. 36% of those staying in the UK say that they will go on holiday within the UK because they prefer it to going abroad, showing that while cutting travel costs is a major driver, it is not necessarily the only one.  

Half of respondents claim no loyalty to an airline

When asked what the contributing factors towards airline loyalty are, half responded that they have no loyalty to any airlines.  

Roughly one-third (31%) of those who are loyal towards an airline felt that their loyalty is driven by more than one factor, such as convenience, discounts and luggage/check-in benefits. In comparison, 18% felt there was only a singular driving factor behind their airline loyalty, showing that where loyalty is in play, it is usually multi-factorial. 

Convenience is the most significant driver behind airline choices

Apart from price, respondents’ most significant contributing factors towards airline choices when booking trips came down to flight times and route, both of which are also the only factors heavily skewed by affluence. Nearly 60% of the Established Affluence and Thriving Neighbourhoods category respondents reported this to be significant, compared to just 35% among Low Income Living.

Gen Z, however, scored this even lower, with just 32% finding this to be significant and instead placing more emphasis on the ease of booking at 37%. 

Families are much more affected by cost this year

In terms of holiday planning this year, one-third of respondents said that they wanted to keep their holiday costs as low as possible to maximise value for money and felt that costs would be the greatest determinant of where they holiday in 2024.

Among those with children, 40% said that cost is the biggest determinant of where they go on holiday. 

Sustainable transport options appeal much more to Gen Z

Of all demographics, Gen Z appear to be the most motivated by sustainability when planning their holidays, both in terms of those taking immediate action but also those who would like to travel but feel unable to presently.

In fact, 18% of Gen Z respondents said that they will be cutting down on air travel in 2024 due to their growing environmental concerns, compared to just 8% among the rest of the population. 

How CACI can help?  

As the travel industry evolves with travellers’ changing sentiments, holiday and air travel operators must be equipped with the necessary understanding of who their customers are, what their motivations for travel are, what they seek from their travel experiences and how to deliver optimal experiences that will drive loyalty. Data is integral to this, which is where CACI excels in providing support.  

To find out how we can keep you and your team amidst turbulent times, get in touch with us today.