Navigating Economic Uncertainty in 2024

The pervasive uncertainty that arose during the peak of the pandemic has more recently been fueled by global conflict, social tensions and market disruptions. Uncertainty has become both ever-present and ever-evolving. In 2024, against the backdrop of inflation and economic turbulence, consumers are grappling with shifting dynamics and mixed economic signals in their day-to-day lives. This begs the question: What can brands do to stay relevant and competitive as consumers are making tough spending choices in this time of rising costs and economic uncertainty? In this briefing, the sparks & honey team will delve into the today's economic drivers, explore new consumer behaviors and attitudes connected to uncertainty, and offer insights into the actions organizations should consider.

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