TION’ TION INFLA A T BALANCING SELF & SOCIETY CHAPTER 01: WE’RE LIVING IN THE ERA OF ‘EXPEC Against a backdrop of expectation inflation and conflicting consumer demands, brand leaders are encountering two powerful forces. Driven by increasing individualism and the global cost of living crisis, there’s a growing trend for consumers to focus on individual needs and what a brand can do for them. 4 This spans everything from personal utility to value for 202 money. But equally, there’s growing concern among consumers, investors and regulators around brands’ impact on society, CITIZEN BRANDS REPORT reflecting an increasing awareness of issues like climate change, social division, inclusion and equity. 06