Amid a supply chain crisis and geopolitical instability, the start of 2022 has seen many Americans experience a sudden rise in everyday costs. What tactics are they employing to cope with this increase, and how can brands both manage their bottom lines and better serve their customers?

A growing number of Americans are self-identifying as ‘bargain hunters’, signaling changing attitudes towards shopping and thriftiness. People are no longer afraid to be called cheap against the background of record inflation rates, and many actively enjoy looking for ways to save money.

With mass urbanisation and inflation – worsened by the invasion of Ukraine – putting upward pressure on living costs and rent, innovation can make small footprint city living more affordable and attractive. What can disruptor brands do to move with these forward-thinking notions?

Americans are dining out in greater numbers, despite persistent worries over rising inflation. As concerns about money clash with the desire for revenge spending, people aren’t looking for value on the bottom line of a check, but in the experience of going out for a meal.