Low cost era

The increasingly alarming inflationary economic context and the growing offer focused on low prices in practically every sector are leading to the resurgence of the low-cost era. People have to tighten their belts and try to make their shopping basket as cheap as possible.

This forced change in consumption habits has prompted an immediate response from brands, which are launching campaigns aligned with people's needs in the face of an imminent loss of purchasing power.

The market is filling up with low-cost brands and lines that satisfy consumers without them having to give up the moment of purchase. In sectors such as food, beauty, fashion and transport, low-cost options were already a first choice for many people, who find in these lines a satisfying alternative.

And although there needs to be a market for everyone, the rise of this trend can lead back to bad habits and invite uncontrolled consumption. We see it every day on social media. Hauls of fast fashion, home decoration and beauty routines for every budget flood the profiles of accounts whose content is based solely on consuming these products.

In response, well-positioned brands appeal to people's individual responsibility, since looking for and buying a product should be a consistent, long-term decision.

But is it possible to buy cheap and act responsibly at the same time? For experts, success will lie in knowing how to avoid the risk of consuming for the sake of it.