RAB Research Archive

'Inflation Nation' now available on demand!



RAB hosted a live presentation that focused on the impact of inflation and the status of the American Dream and how brands can help. Results from a consumer survey provided insights on understanding the impact of inflation on spending habits and the status of the American Dream. Here are the takeaways from this presentation:

There are three consumer mindsets. The Resilient are those who are financially stable and stick to spending as usual. The Vulnerable are not as financially secure, are uncertain and predominantly younger. The Anxious: The group is well off financially and yet feels financially insecure.

Advertisers should make sure that they tailor their message out to each of these mindsets. Advertisers need to have a better understanding on how each of the consumers are affected by inflation and position their brands accordingly.

Political affiliation can influence their mindset. A customer's political belief will determine their views on inflation and brands should consider when messaging

Source: RAB



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