In a time when economic pressures are likely to see consumers cutting back discretionary spend, brands will need to be sensitive about promotion.

According to audience experience agency Yonder Media’s Jamie Kenyon and Louise Martell, brands hold positions of responsibility in society and should use advertising budgets and messaging to reassure, inform and help consumers navigate the day-to-day economic challenges.

Why it matters

Data from YouGov Profiles reveals that 28% of the UK adult population are already ‘very worried’ about changes they will need to make to deal with the cost-of-living crisis, and 46% are ‘fairly worried’.

Soaring everyday costs...