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 prices have led many Britons to make compromises while shopping. As they seek the best deals, brand loyalty and values-led purchasing are on the decline – a behaviour we investigated in our Sector Snapshot of Shopping. Canvas8 spoke to eight people about their cost-saving measures.

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.

Families across Britain are planning to cut back on spending for the 2022 festive season due to the cost of living crisis. As they face the prospect of a bleaker-than-usual holiday period, brands can earn favour by showing empathy instead of focusing solely on commercialisation.

As the cost of living crisis ensues, debates within the media and changing support from the government has left many Britons feeling unsupported and vulnerable. In response, Martin Lewis, a financial journalist and broadcaster, is putting people first and helping them to navigate economic turmoil.