In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

McDonald's has revived its McNugget Buddies line of collectibles for the first time in 25 years for a collaboration with artist Kerwin Frost, putting a streetwear-friendly spin on the nostalgic toy. People are looking for brands to merge the old and the new, offering a sense of nostalgic novelty.

McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

McDonald’s Australia is looking to affirm its place in culture and cross-generational relevancy with a new Big Mac ad reviving the famous Big Mac chant. The ad tracks Australians trying to remember the chant throughout the decades, leveraging humour and nostalgia to land with 2024 audiences.

After its UK expansion in 2021, US fried chicken chain Popeyes is still commanding a jaw-dropping crowd. The brand’s combination of cult status, meme-worthy moments, and affordable products are just a few of the secrets to its popularity among Britons – and it shows no sign of slowing down.