Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Marks & Spencer’s has announced an extension on its price freeze on some food into 2023. As shoppers continue to be aware of their spending habits amid the cost of living crisis, businesses are having to reconsider pricing strategies in order to maintain any sense of loyalty from their customers.

Black Friday deals among major retailers in the UK are, by and large, deceiving as many fail to offer the cheapest discount compared to prices before the sales event. This finding may prompt further distrust of brands, especially as price sensitivity grows due to the cost of living crisis.

After the launch of its Swift convenience stores in 2021, Iceland is expanding the chain with four locations in London. With the pandemic and cost of living crisis impacting people’s shopping behaviours, supermarkets are switching up their formats to meet demands for convenience and affordability.

Against a backdrop of rising inflation and a plummeting pound, consumer confidence in the UK is reaching record lows ahead of winter 2022. How are mounting concerns about the economy impacting everyday spending habits? And how can brands help as the country looks ahead to a recession?