As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

With the cost of living crisis curtailing household spending, Canadians are rethinking their sustainable shopping habits. Rather than pay more for products labelled as sustainable, Canadians prefer to handle what they have with care, showing an opportunity to promote longevity and repair.

After announcing a price freeze on its low-cost product line, Canada’s largest grocer has drawn criticism and accusations of profiteering during a worsening cost of living crisis. As people become more sensitive to food prices, brands that offer honesty and empathy can retain customer loyalty.

Faced with the highest inflation rates in the G7, British grocery shoppers are increasingly looking to save money by choosing discounter supermarkets and own- or private-label products over the more expensive, heritage brands. What does this mean for future brand loyalty?

Online grocery store Martie offers surplus foods directly to shoppers in a bid to prevent waste and tackle food insecurity. As people's shopping behaviors change amid the rising cost of living, can brands align with eco-conscious consumers that have increasingly limited budgets?