John Lewis Partnership is providing staff with free breakfast and lunch over the winter period to help with the cost of living. While forms of assistance of any size are appreciated, there are rising expectations around more tangible improvements employers can provide their staff.

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.

Shell has announced record profits amid growing pressure on the UK government to introduce a windfall tax on oil and gas companies benefitting from the surging cost of energy. As people grapple with soaring inflation, they're seeking practical crisis support from brands and authorities.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.