Britons' trust in supermarkets has decreased to its lowest point in almost a decade, with shoppers feeling that convenience stores are overpriced and lack cheaper options. As budgets tighten, people are becoming savvier shoppers and are quick to call out unsupportive retailers.

Despite anxiety around corporate cringe, Gen Zers are eating up relatable LinkedIn posts – especially the meme-driven content Monzo dishes out. As brands like Monzo dismantle barriers to money education and financial careers, how is this relatable language finding favour with younger audiences?

Shoppers are already figuring out how they can save money by cutting back and trading down on their usual brands – some to greater extremes than others. So, as consumers adjust to a new normal of elevated prices and tightened finances, how can brands support consumer confidence?

Britons plan to reduce their spending on non-essentials such as luxury, entertainment, and leisure items. As sectors continue to struggle amid the cost of living crisis, there's space for brands that can make these activities as affordable as they are appealing.