Key socio-economic events challenge consumerism existentially. Financial market crises, currency devaluations, substantial lifting of subsidies, subsequent inflation – and of course, a global pandemic. In moments like this, the singular emotion consumers feel is that of existential vulnerability. Priorities are reorganised. Choices and expenditures are scrutinised. Prevailing perceptions of value become distorted. Consequently, many categories become delisted from baskets. Among any remaining categories, brand loyalties are often challenged.
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