The science of consumer price resiliency: How to minimise elasticity

Grace Kite and Charles Cleasby

With smart marketing strategies, brands can minimise their price elasticity and thrive even in an inflationary environment.

Marketing's impact on pricing

This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more

The last two years of inflation have confirmed that advertising works to build resilience to price rises. But it’s like going to the gym, or running around the park, or lifting heavy things on a sweaty bench – it takes time and repetition to really pay off.

That’s not to say that there isn’t an immediate effect. Like the efforts we put in to build our own personal fitness, good advertising feels good straight away,...

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