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Function over purpose:
What people want during inflation

Consumers now attach greater importance to the functional benefits of brands according to research by Havas. Aspects like quality, price and services are increasingly important to consumers now they experience skyrocketing inflation.

Selling sustainability might even backfire right now, as it’s often associated with premium prices. However, this doesn’t mean people throw out their preconceptions about sustainability. These times might cause a discrepancy between people’s ideals and their concrete behavior, which often leads them to feel guilty. So if you want to resonate with your sustainable products, it is especially important right now to frame them in such a way that it shows to be money-wise. E.g. because of the quality or long-lasting value of a product.