Going beyond insights: Building strategies for brands in tough times

Sally Joubert and Georgia Phillips

Research conducted in the US, the UK and Australia examines the impact that global events, such as the energy crisis and the war in Ukraine, have had on consumers and what it means for brands and their advertising.

Times are tough, and that is a bit of an understatement. We are being bombarded with news headlines about the interest rate hikes, increased costs of living, shaky stocks and bonds, the lingering pandemic, the energy crisis, the war in Ukraine and a string of natural disasters around the globe. While the Ipsos Global Consumer Indexshows an increase of one percentage point from last month, beneath this average there is a lot of variation and many countries who are still in decline. Year-on-year the largest declines are in Sweden, Hungary, Australia, France, South Korea and Argentina. In other...

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