People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

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.

Disney has launched an empathetic campaign for families who might be financially struggling over Christmas due to the cost of living crisis. The story follows a family that values love and connection over gift-giving, offering a new take on festive campaigns by reducing the focus on spending.

Fireball Cinnamon Whisky has launched a campaign titled 'Free Your Fire', encouraging drinkers to say ‘F it' and live without inhibitions. Between the after-effects of the pandemic and financial uncertainty, people are eager for ways to let off steam – and brands can help facilitate this release.

John Lewis has long been synonymous with high-end products and big life celebrations. Yet amid a global cost of living crisis, the retailer is reinventing itself with its brand new pledge: ‘For all life’s moments’ – broadening its reach by tapping into current values that celebrate the everyday.

The rising cost of living is seeing many Americans cut down on unnecessary spending. But at times of heightened stress, many also indulge in shopping as a form of escapism. So, how can social shopping platforms simultaneously help people limit their expenses and engage in retail therapy?