Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

In response to rising costs, brands are shrinking their products rather than increasing prices. But people are getting savvy to this and are loudly voicing their displeasure. As budgets are squeezed, consumers are more likely to turn away from brands not offering honesty and assistance.

Amid soaring inflation rates, supermarket chain Iceland is offering customers interest-free loans to help with their food shop. As the cost of living crisis continues to take a toll on the quality of people's lives, brands are stepping up with ways to cushion the inflation effect.

Faced with the highest inflation rates in the G7, British grocery shoppers are increasingly looking to save money by choosing discounter supermarkets and own- or private-label products over the more expensive, heritage brands. What does this mean for future brand loyalty?

It’s a bleak time for UK consumers as they face rising food costs, as well as skyrocketing petrol, energy bills, tax, and mortgage payments. How can brands innovate, inspire, and demonstrate real value with a long-term view of sustainability in order to weather the storm?