Significant macro events will always have an impact on consumers, but just how much or how little is at the core of what retailers and brands must try to uncover and respond to in this environment? The last two years have created scenarios like never before, forcing the consumer to not only adapt, but permanently adopt a mindset that companies were perhaps unprepared to respond to. So, with the impact of today’s volatility in mind, what’s the change driver that matters most – the market or the consumer? Perhaps it’s not that simple; perhaps the answer is always changing. Now and in the future, it will be about the push and pull between the market, the consumer and brands.