Brands are heading into a new “audition” space for a post-Covid consumer landscape and they need to respond accordingly.

Why it matters

As rising prices lead to a cost-of-living crisis, consumer choice has become a brand audition but businesses can seize growth opportunities by investing in the trend and winning the battle for consideration, says Dorothy Peng, R/GA’s Asia managing director.

Takeaways

• The global economic outlook for 2023 is likely to be grim due to factors such as China’s Covid policy and the war in Ukraine.
• Reacting to a downturn by cutting advertising, investment and innovation will be costly and...