Community marketing -
the future for marketing agencies
?

An article published in the June 2008 newsletter of the Direct Marketing Association, North.

Yes Agency in conjunction with Staffordshire University

In today’s Britain, our more affluent residents have lost their sense of community. They don’t even understand the word and struggle to identify what their community is. However, people in council and social housing are much more likely to feel part of a community and share a sense of common identity. They relate to their neighbours, rely more on local media and have a social life that revolves around local facilities. Is 1950s Britain alive and well in our council estates? And, will our communities survive the growing threat from immigrant populations, national retail chains and government social policy?

Our research explores these issues and suggests ways of engaging with these communities. What we need is joined up thinking that will attempt to bridge the widening gap between the deprived and more affluent areas in the UK.

We hope you find this report useful. Please do not hesitate to call me if you would like to discuss any of the issues it raises in more detail.

Amanda McDonald
Client Services Director