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

Abbey Gaunt and Sam Chapman

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,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands