Dipanjan Chatterjee of Forrester Research sheds light on the prevailing sense of foreboding among consumers post-pandemic, with 48% expressing concern about the future. Economic strains, exacerbated by inflation, have left consumers short on cash, impacting retail sales and intensifying competition for marketers. Inflation, peaking at 9.1% in 2022, continues to strain finances, prompting brands to reconsider pricing strategies. Chatterjee advises brands to address consumer anxieties by offering value-added experiences rather than traditional activations. Amidst concerns about invasive digital marketing, brands embracing experiential products and services stand to gain consumer favour in a competitive marketplace.
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