The WARC Guide to The Consumer Crunch: Navigating inflation & the threat of recession

This WARC Guide provides a summary of thinking and best practice on responding to the consumer crunch.
  • Marketers need to maintain investment in their brands as they seek to justify price increases (by reducing price elasticity) and defend themselves from trading down or private-label rivals.
  • Don’t fall into the trap of undifferentiated ‘sad’ communications; use humour or light-heartedness to capture attention.
  • Scenario planning can help brands prepare for different outcomes (including price rises and supply chain disruption).
  • Pricing can no longer be the ‘forgotten P’; modelling can help brands understand price elasticity in the category, and to assess the impact of marketing investment on price....

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