A year into the UK’s inflation crisis, which consumer behaviours are sticking?

In a time of hardship, marketers must analyse the attitudes and behaviours that have staying power and start doing the due diligence to understand audiences and communities better.

The cost-of-living crisis has quickly woven into British culture and has become a central tension in everyday life.

According to Resolution Foundation Analysis, UK workers are £11,000 worse off after years of wage stagnation, with Experian research showing the least affluent demographics and areas have been hit the hardest. With 93% of the population agreeing it is their biggest concern, the Bank of England’s Chief Economist recently came under scrutiny for stating “Britons need to accept they’re poorer.”

Although it is tempting for advertisers to jump on vibe shifts and reactionary changes in behaviour,...

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