Consumers search for control in a world marked by uncertainty

Maya Yegorova

Inflation, the pandemic and war in Ukraine have left consumers seeking a greater sense of control in a time of great uncertainty.

Seventy-two percent of consumers worldwide are aware of a need to manage risks that may pose a challenge to their everyday lives, and marketers should be conscious of this sense of anxiety.

Those insights emerged from research firm Kantar’s Global MONITOR of consumer sentiment, and reflects the common knowledge that 2023 will be shaped by many of the challenging events that defined 2022, such as a spike in the cost of living, the ongoing COVID-19 pandemic and the war in Ukraine.

Consumers are noticing the effects, as shown by the November 2022 Kantar Global Issues Barometer, which found that people...

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