Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

In response to the rising cost of living, Deliveroo has partnered with foodbank charity The Trussell Trust to create an initiative that aids Britons facing food insecurity. With people across the country looking for ways to mitigate rising prices, how can brands best show their support?

As the cost of living crisis heightens, the UK supermarket chain Waitrose is lowering the prices of its everyday products and making it easier for customers to access them amid tightening household budgets. How are consumers responding to this, and can brands maintain this shift in the long term?

The cost of living crisis in the UK had a significant impact on Christmas 2022, but as financial situations have failed to improve, 2023 is seeing continued constraints. More Britons than ever are looking to cut down on essentials and luxuries like gifts and food, so how can brands adapt?

Britons are starting Christmas shopping early in 2023 as more people seek to plan and budget in the face of continued price rises. With inflationary pressures set to shape spending, brands are acknowledging constrained consumer appetites and celebrating what really matters at Christmas.