As the pandemic caused a surge in gas prices around the world, many people have become concerned about the cost of heating their homes. In the UK, Octopus Energy has emerged as a stable, trustworthy, and transparent option for those looking for a new supplier in troubling times.

Primark has pledged that regardless of inflation driving up its costs, customers will not be asked to foot the bill, as the brand absorbs the costs itself. With people fearful of rising inflation in the UK, sheltering customers from its impact can have major brand loyalty benefits.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.

Rent prices are rising rapidly in the UK and with wage growth at a slower rate than inflation, people’s disposable income is contracting. As people are forced into being more mindful with their spending and prioritising everyday essentials, brands will need to work harder to convince people to spend.