Most marketers assume that the lower a consumer’s income, the more dramatic their spending decreases will be. Not so fast…
Our longitudinal database reveals that lower-income consumers are actually making MORE EMOTIONAL decisions, vs. the price austerity most teams are erroneously assuming.
Brands can win in the face of inflationary pressure, but they’ll need to get beyond the dollars-and-cents to reframe what it is consumers are actually buying…
