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?

As people grapple with the strain caused by the cost of living crisis, political polarisation, and global conflicts, there is a demand for a fresh and relatable approach to festive magic. How can brands create a sense of reprieve and celebration while fostering empathy at the same time?

The holiday season can be overwhelming, so sneaking off for a breather or escaping to a balcony for some fresh air is a given. IKEA captures this desire for moments of peace amid the holiday hubbub with its campaign that shows rooms filled with IKEA furniture as the perfect escape.

Young Americans are experiencing feelings of dread around political arguments among families, leading to many deciding to opt out of family gatherings. As what the holidays mean for many veers away from convention, brands have opportunities to cater to these new mindsets and traditions.