Research: Consumer preparedness in difficult times

Research summary

• 2018 – present

Consumers have experienced lots of recent disruptions in their everyday lives. For example, Britain’s exit from the European Union caused uncertainty about the availability of consumer goods like food and medicines. The Covid-19 pandemic led to food shortages and empty supermarket shelves as consumers rushed to stockpile items during lockdowns. And the cost-of-living crisis is influencing consumer spending as bills continue to rise.

Our research investigates consumer resilience and preparedness in such difficult times. We explored a range of ‘what if?’ scenarios during interviews with ordinary families.

Findings reveal tensions surrounding these preparations, for example, stockpiling items like food, water, medicines and torches. These actions are often stigmatised as deluded or irrational, given their associations with apocalyptical, doomsday scenarios.

Given the threats of climate disruption, extreme weather, global pandemics, cyberattacks and artificial intelligence, the UK Government recently launched its Resilience Framework. It is based on three core principles:

• A shared understanding of risk

• A greater emphasis on preparation and prevention

• Establishing resilience as a ‘whole of society’ endeavour

Everyone is encouraged to be prepared, and our research informs the upcoming roll-out of household guidance on the government’s resilience website.

Research outputs

• Kerrane, B., Kerrane, K., Bettany, S., Rowe, D. (2024) ‘‘Othering’ the unprepared: exploring the foodwork of Brexit-prepping mothers.’ Gender, Work and Organization, 31(2) pp. 494-512.

• Kerrane, B., Rowe, D., Kerrane, K. and Bettany, S. (2024) ‘UK urged to get ready for disaster with new national crises plan – but our research reveals the dark side of prepping’. The Conversation.

• Kerrane, B., Kerrane, K., Bettany, S., Rowe, D. (2021) ‘(Invisible) Displays of Survivalist Intensive Motherhood among UK Brexit Preppers.’ Sociology, 55(6) pp. 1151-1168