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.

Rising inflation across Europe has people worried about their financial health. With consumer prices rising by a record high since bookkeeping began in 1997, brands have the opportunity to allay fears and protect consumers from the negative impact of higher costs, growing trust in the process.

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.

As well as displacing millions of Ukrainians and eroding global interconnection, the Ukraine crisis is going to cause significant disruption to global supply chains. Keeping prices down by adjusting logistics networks is one way brands could support people as living costs continue to rise.

Amid a supply chain crisis and geopolitical instability, the start of 2022 has seen many Americans experience a sudden rise in everyday costs. What tactics are they employing to cope with this increase, and how can brands both manage their bottom lines and better serve their customers?