What keeps buyer confidence in a cost of living crisis?
REPORT
22 Feb 2023
What keeps buyer confidence in a cost of living crisis?

Shoppers are already figuring out how they can save money by cutting back and trading down on their usual brands – some to greater extremes than others. So, as consumers adjust to a new normal of elevated prices and tightened finances, how can brands support consumer confidence?

John Quelch

John Quelch is the dean of the University of Miami School of Business. In 2009, he co-authored How to Market in a Downturn, a report looking at consumer behaviour during recessions.

Ben Jaffé

Ben Jaffé is the chief strategy officer at FCB Inferno, a London-based creative agency that supports clients including Kleenex, GlaxoSmithKline, and BMW.

Sarah Drumm

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.