29/05/2026
This isn’t a demand problem. It’s a confidence one.
Customers haven’t switched off, but they are slowing down. This means decisions take longer, value is questioned and options are compared.
People are looking for reassurance that what they choose will be right, both financially and emotionally.
In a more cautious market, brands need to play a different role. It’s less about creating urgency and more about reducing doubt.
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