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.

Subway’s 'Bigger-er' campaign in Australia pokes fun at competitors to demonstrate the sheer size of its footlong sandwich. As the cost of living crisis shows no signs of slowing, the brand is appealing to both those who want bang for their buck and those seeking no-holds-barred indulgence.

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.

Faced with double-digit inflation, Britons are tightening their belts and cutting back on non-essential spending – but treats aren’t totally out of the question. From affordable luxuries to stripped-back hedonism, how can brands cater to this balancing act between luxury and saving?

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?