What’s new - Consumers are increasingly concerned – something reflected in the more sombre and frugal tone of the Christmas 2022 advertisements.

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Why it matters - Instinctively, we could say more empathetic marketing messages will go a long way in addressing consumers worries.

However - with consumers sceptical of brands claiming to be able to drive social change and deal with these problems – generic messages (such as the covid “we are here for you during these uncertain times”) are increasingly seen as inauthentic.

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For advertisers - Focus on your true core values, even if they are quality, reliability, or innovation, rather than attempting to address the cost-of-living issue head on.

Ultimately, it’s better for a brand to remain true to its values rather than trying to appeal to consumers with generic or insincere messages.

The best way you can help consumers is by listening and been attentive to their needs and concerns.

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