Does inflationary pricing mean doom for big brands as consumers unilaterally 'trade down'?

You may be surprised to learn that the 'price barrier' – one of the 5 core barriers felt by consumers – is more nuanced than you may think. Even within the context of money there's delineation, so simply 'being less expensive' does not actually address all the barriers that are hindering purchase decisions.

Take a listen to my portion of the recent Insights Association Town Hall, where I spoke alongside J. Walker Smith, Knowledge Lead, Consulting Division, @ Kantar, and Jesse Itzkowitz, SVP & Behavioral Scientist @ Ipsos North America.

I describe a key perceptual mindset out in the market – crucial for brands trying to navigate this pricing period.