Why beverage brands should be brash in their marketing as the economy stirs – Comment

Equally welcome is the opportunity the milder economic climate offers marketing teams to both reflect this fundamental mood shift and accelerate it further.Around the world, the cost of living crisis, fuelled by inflation, war and the lingering economic after-effects of the Covid-19 pandemic, has hit significant numbers of consumers hard and left many struggling. At the start of last year, for example, GfK’s longstanding Consumer Confidence Index showed consumer confidence in the UK hitting its lowest point since the monthly tracker began in 1974.But, behind the gloom and doom headl