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A consumer insight company which tracks the thoughts and opinions of over 60,000 consumers for large brands, says companies are not delivering the post-Brexit reassurance being sought by consumers.

Join the Dots runs online communities for companies such as Nationwide and Glaxo Smith Kline (GSK).

The communities, which facilitate communication between consumers through a range of research tools and user-generated content, allow consumers to talk about what’s going on in the world. They are an invaluable tool for organisations who wish to keep their finger on the pulse of popular opinion and the mood of the nation.

The company says that this post-Brexit silence is having a direct impact on consumer spending. Head of Trends at Join the Dots, Kelly McKnight said, “What we are seeing from our online communities is a lot of uncertainty which is bad news for consumer confidence and with it, spending.

“We can see some really clear trends. There is a real desire from consumers to maintain existing plans and commitments, but many have put their plans on hold in this period of uncertainty.

“What consumers are looking for is reassurance and in the initial month post-Brexit they clearly weren’t getting that. This has left a void and our communities are telling us that it’s a void that needs filling.

“UK consumers are looking for a post-Brexit plan from the companies with which they interact so it’s time for them to stop sitting on the fence.

“We don’t work with Morrisons but I was interested to see them announce a post-Brexit price cutting exercise on more than 1000 products to counter fears earlier this week. This is exactly what consumers are looking for.”

Nationwide has released a 5-point plan to approach post-Brexit Britain which includes reducing costs for first time buyers.

GSK is, in turn, outlining plans for the future with the announcement of a GBP275m expansion of their UK manufacturing sites.

In closing, McKnight said, “It would appear there is an elephant in the room and it’s called Brexit – what we are seeing is that UK consumers want to hear about it. Whether it’s good news or average, it’s transparency and a plan they crave. As one person said, ‘some certainty in these uncertain times is a comfort’.

“By simply acknowledging Brexit, companies can show they care about this issue and the implications for the consumer.”


Press contact: Diana Stephenson, Calvin Marketing 01477 571888

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