As inflation continues to climb and consumers face mounting pressure on their household spend, research by Mindshare UK advises brands to reappraise the way in which they segment audiences.

Three tiers of tolerance

1. Finance Negative: Hit hardest by the disruption of the pandemic, this group are struggling to separate financial stress from other aspects of life. Financial stability is their paramount concern, and this is acting as the biggest influence on their decision-making and behaviours moving forward.
2. Finance Neutral: Being slightly older, with over one in four of this group now retired, means prominent issues like...