Consumers are resilient in the face of global issues

The initial response of consumers to the various crises the world faces has been one of prudence, according to global research by Kantar.

A lot can change in a few months. It wasn’t so long ago that all the talk in marketing circles was about what constituted the “new normal”. Would people go back to the office when COVID restrictions lifted? Would they continue working from home and shopping locally? How deep really were the roots of the media habits seeded during lockdowns?

Now we can almost think of those as happier times as inflation ramps up, war in Europe threatens to spread, and the need to tackle the ever-present threat of climate change becomes more and more urgent.

But as Sarah King,...

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