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

Fri, 08 Jul 2022 00:00:00 -0400
Trends and Technology

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.