It’s no secret that the cost of living is rising at a rate unseen in decades. On that point, brands and their customers can certainly agree.

But, in this upward spiral of prices that wages haven’t caught up to, how are the buying behaviours of consumers evolving and what changes might brands need to foresee in order to better serve their customers?

Rapid inflation hurts consumers’ wallets and forces them to spend less with even the most beloved of brands. It’s a losing situation for both and is easy to perceive as just an insurmountable obstacle, but might brands and their customers find a way to work together? To chart a new course together that better serves both in these more precarious times? That, of course, is where co-creation comes into play…

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