What’s the future for innovation in the age of inflation?

Innovation could become central to any successful marketing strategy as brands seek to serve consumers battling unprecedented inflation and a full blown cost of living crisis.

Market intelligence group IRI recently listed innovation as a key area for investment for brands during this period of inflation. General Mills and Avon were among companies that told Marketing Week how they are using innovative promotions and new products to ensure they remain relevant amid economic conditions few have experienced before.