In search of value. What matters to consumers in times of crisis

Description

This syndicated study tracks, through the Consumer Stress Score, how Romanian consumer sentiment has been reshaped by seven years of successive crises — pandemic, war in Ukraine, inflation, and political instability — and shows that today’s stress, now at a historic high, is above all financial. Moving beyond simple spending cuts, it reveals how consumers reactivate the coping strategies they learned in 2020, and what role brands can play when they become part of the solution rather than just part of the promotional landscape.

What the study covers:

• The evolution of the Consumer Stress Score between 2020 and Q2 2026, viewed in the context of successive periods of crisis
• The main factors influencing current consumer stress and the ways in which their relevance has changed over time
• A comparison between consumer concerns in 2020 and those emerging in the current economic and social environment
• The coping and financial adjustment strategies used by consumers during periods of uncertainty
• The role of promotions and value-seeking tools in everyday purchasing decisions
• Consumer perceptions of brand and corporate involvement during challenging periods
• Implications for brand communication and engagement, considered through the lens of System 1 and System 2 thinking

Study Methodology & Sample Specifications

Methodology: Mixed-method approach — Consumer Stress Score tracking + quantitative survey + qualitative insights
Sample: ~500 respondents, urban Romania, 18–65
Fieldwork: 2020-2026