As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

As a result of the cost of living crisis, people are finding it harder to live sustainably and within their budgets. The added premium for green products, in particular, means that some eco-minded individuals are having to compromise their moral and ethical beliefs to simply get by.

Price rises and tax increases have created a gloomy economic picture for Britons who are only just starting to feel the crippling impact of the increased costs of living. Now, they are on the hunt for ways to save money and brands that can help them score a much-needed bargain.

Despite rising petrol costs, sales of EVs in the UK has slowed as pressure on household budgets increases amid the cost of living crisis. With people looking to cut costs where they can on transport, governments and brands have an opportunity to communicate the financial benefits of EVs.

A rise in childcare costs, gas and electricity prices, and food bills have left more families struggling than ever before. But what is the long-term impact of this cost of living crisis, and how can brands help families alleviate the pressure as they begin to tighten their belts?