
Published 02 February 2023
Marta Mąkolska
Over half of the 20 Eurozone countries are suffering from double-digit growth in consumer prices (McKinsey, 2022). Smart brands are responding to the cost-of-living crisis with new tactics abating the pain of these hikes, or brand messaging that steps up value credentials. From French supermarket Carrefour’s inflation-busting button to British optician Cubitts’ ‘pay more, get more’ campaign, we profile the best examples.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...