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Impact Day

Keynote: Inflation Nation. The Status of the American Dream and How Brands Can Help – Maxine Gurevich Senior Vice President, Head of Cultural Intelligence, i Stephen Starring Grant, Senior Vice President, Human Intelligence, Horizon Media – ZDALNIE (USA, Nowy Jork). The U.S. is having its highest inflationary period in 40 years. And this time, a once-in-a-generation event is taking place on the heels of another once-in-a-generation event. Just as people emerge from two years of COVID lockdowns, they’re being greeted by insanely high prices for everything from gas and groceries to hotels and airfare — leading to a wallet lockdown. After a period of prolonged vigilance during the pandemic, feelings of financial stall are leaving people tired. They’re itching to get out and go places, but rising prices – alongside another wave of surging Covid cases – are proving restrictive. People don’t know how to budget if they don’t know how long inflation will last. Additionally, a generation of millennials playing catch-up so they can gain better financial standing than their parents is watching the American dream slip through their fingers as debt and soaring housing prices hold them back. In Inflation Nation, we explored: • People’s understanding of what inflation is and what is causing it • How people are coping with rising prices, who feels the most affected, and how it is impacting spending across categories • What effect inflation will have on people’s pursuit of the American Dream, and what that dream looks like now • The role of brands in helping Americans feel more hopeful and in control of their financial lives, and what they can do to build or retain loyalty amidst cost-cutting