This means that reminding people of the core value and strength of the brand is going to be crucial to reinforce trust.
Pragmatically though, not all consumers will respond to this in the same way, as their starting trust level in your brand differs. To respond to this, we, therefore, recommend again segmenting your audience this time not on individual products or ranges but on overall customer lifetime value. What is a better sign of trust for a brand than when a consumer keeps coming back?
Just like with products, this segmentation should be present for reporting, but just as important is your ability to activate advertising based on it.
Combined with the product range segmentation, you will be able to understand your audience from both a price sensitivity and trust standpoint and be able to act on each, leaving you ready to grow in uncertain times.