Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

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.

Food company Barilla is spearheading the passive cooking trend off the back of the cost of living crisis. Its smart home device is changing the way consumers engage with food prep, enabling them to save money on their household gas bills while encouraging the adoption of sustainable cooking habits.

The Co-op has announced that it will ditch its annual Christmas advert, redirecting the money it would have spent to a membership-based food scheme and community hub called Your Local Pantry. The decision represents an awareness of the pressures shoppers face due to the cost of living crisis.

Tesco is looking to quell eco and financial concerns among shoppers through a ‘take stock’ initiative – encouraging people to check what they already have at home before doing a shop. This is in response to a growing demand for brands to demonstrate support during a cost of living crisis.

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?