Back-to-School Season Offers a Challenging Course for Marketers

Old Navy and Stonyfield Farm look to assuage parents' concerns about inflation as kids return to in-class learning in full force

By Anne Field

The upcoming school year will be tricky for brands to navigate. On the one hand, there's a sense of newness as kids return to in-class learning full-time, with expectations for that to continue uninterrupted, for the first time since COVID-19 hit two-plus years ago. On the other, there are major headwinds from soaring prices, with shoppers combating the worst inflation in 40 years and the Consumer Price Index hitting in 8.6 percent in May.