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'Be Ready' campaign changes the shopper-retailer dynamic
By Ian Wright2026-11-06T10:33:00
The public has responded to the government’s ‘Be Ready’ campaign with sensible calm, but ministers are quietly shifting resilience costs on to shoppers and retailers alike, says Ian Wright, partner at Acuti Associates
There is something peculiarly British about the whole debate around the government’s ‘Be Ready’ campaign.
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