The Economy

Point of View

Brands are locked in a zero-sum battle with each other as consumers face a financial crunch. Here’s how to win. 

Americans are struggling as higher gas prices hurt their wallets, and threaten to drive up the price of everything else in the process.  

Three in five Americans — including half of higher-income Americans — say they’re only spending on daily necessities right now, posing a major threat for any sector that could be seen as an indulgence, or even everyday staples that could be under pressure from private label. 

To hold their market share and gain more, the brands that get ahead will be the ones who recognize they’re in a zero-sum battle for consumers’ dollars — competing not just against private-label competitors in the aisle, but also with coffee shops, entertainment options and beyond. 

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