Consumers, and the marketers serving them, are facing significant challenges as the cost of living rises, but there is a rich body of academic insight which brands can draw on to set their strategies.

Why it matters

The current inflationary environment has distinctive features, not least because of the Covid-19 pandemic that preceded it. But there is a valuable pool of academic insights from prior financial crises that marketers can draw upon as they aim to develop their strategies in a challenging period.

Takeaways

• The consumer view of inflation is often shaped by the price of a small group of...