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Mixed messages: Commerce brands at odds with customer needs

There’s no denying it, these are challenging times for both businesses and their customers. Organisations are grappling with a wide range of issues, from supply chain disturbances, geopolitical conflict, and labour shortages to volatile, inflationary economies. For their part, consumers are feeling the pinch as prices rise across the board. Every purchase is scrutinised as people try to get the best deal with the least possible sacrifice, all while holding onto as much of their hard-earned cash as possible.