Necessities, “sanity savings” and pent-up demand: how inflation is influencing consumer habits

The conflation of the COVID-19 pandemic and geopolitical conflict has caused the economy to hit inflationary spikes not seen since 1982. Though customers are looking to save, they continue to place premiums on necessities.

Consumer spending remains largely stable as inflation rises, but a mix of pent-up demand from COVID-19 and diverse behavior among people with different income levels is complicating the deeper picture.

“Nobody has any consensus on this, but the big shape [to consider] here has been COVID,” Derek Stubbs, Senior Director Analyst at insights provider Gartner, explained on a webinar entitled ‘Top Inflation Concerns for 2022 and Beyond’.

“You can’t turn off the global economy, supply chains included, and then turn it back on with all of the money that people weren’t spending, and all of that pent-up demand, and [not...

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