Value, innovation and empowerment: Engaging lower-income shoppers in a cost-of-living crisis

With the current cost-of-living crisis and high inflation, the role that brands play in enabling quality of life has come into sharp focus.

Budget-conscious consumers are looking for value for life, not just value for money. With the current cost-of-living crisis, the role that brands play in enabling quality of life has come into sharp focus.

From increasingly empathic campaigns to driving greater levels of creativity in everyday staples, brands are responding more directly to the budget-conscious consumer. Highlighting that restricted spend doesn’t reduce an appetite for emotional engagement.

The COVID-19 pandemic saw a pronounced shift towards frugality, with renewed consciousness of personal finances, budgets and spending priorities. Already cost-conscious consumers pursued smarter ways to make the most of their money.

This resulted...

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