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.

As food prices remain high, Americans are focusing on how to maximize loyalty programs to stretch their dollars. Grocery stores and app-based food retailers are enhancing loyalty programs with noticeable pay-offs for membership fees and special gifts to keep the feeling of splurging alive.

Whole Foods has opened a store uniquely grounded in New York localism, from shelves stocked with tri-state area products to its location in an art deco heritage building. As localism becomes a more prominent luxury value, the store offers sustainability with a gourmet edge.

Scott’s Cheap Flights is helping people find airfare bargains with a subscription service that notifies people of deals. Amidst cancellations and changing travel restrictions, brands have the opportunity to reassure travellers by helping them find affordable, flexible holiday options.

A growing number of Americans are self-identifying as ‘bargain hunters’, signaling changing attitudes towards shopping and thriftiness. People are no longer afraid to be called cheap against the background of record inflation rates, and many actively enjoy looking for ways to save money.