People aren’t expecting brands to go quiet. While catastrophic worldwide issues are becoming less of a concern to us, inflation and the cost of living is clearly going nowhere.

The cost of living crisis is one of the biggest challenges of our time, with its impact still being felt by virtually everyone.

There is little doubt that consumer behaviour is adapting to the current financial climate, and this has significant implications for brands and their marketing communications.

But do brands really have the credibility to make the cost of living a central focus of their advertising? We revisit our 2022 published research ‘What Mainstream Britain Really Needs From Brands‘ and look at the latest landscape, one year on.

Download our insight to reveal some of the challenges brands are facing, and how they can successfully communicate and empathise with audiences on this issue.