The rising cost of everyday essentials continues forcing people to scrutinize every aspect of their lives. Price sensitivity is at an all-time high, driving a demand shift toward more affordable goods and services. This frugality, however, has driven an appreciation for quality, trust and sustainability—factors that extend far beyond monetary value.
It's time to rethink how brands collaborate, innovate, and show humility.
The updated edition of our Value Report: Relationships Under Duress, dives into the prolonged impact of the cost-of-living crisis on consumers and shares what brands can do to respond with more transparency, empathy and clarity. More than 600 customers across 9 markets tell us the steps brands must take to navigate not just short-term customer responses but also enduring societal shifts if they want to stay relevant.
With specific brand examples and practical advice, you’ll finish reading this report with a clear understanding of what it means to build meaningful relationships with customers in 2026
Five months, half a dozen planes, seven languages, 1,376 curveballs, and a global team from three different continents working tirelessly to explore today’s cost-of-living crisis.
