Uncertainty is our new normal
There will be a clash of two influences on shopper behaviour and consumer choices in 2022.
The first is the return to normality. The release of COVID-19 restrictions pushing people back towards their pre-pandemic behaviours: travelling more often and eating out or on the go more frequently. The second is the cost-of-living crisis which will encourage us to seek savings by limiting the same behaviours. The result is a future that is almost as uncertain as it was 12 months ago when we emerged from the third lockdown. This is without even considering the potential for further disruption from new COVID-19 variants.
Even against this background we can be confident of the characteristics of a winning brand in 2022. Drawing on the last 10 years of Brand Footprint and having measured shopper behaviour through the volatility of the last 24 months, we believe there are three things all brands must seek this year.
As we move into a market where winning new shoppers is fraught with difficulty, getting these fundamentals right will be more important than ever
