Finding balance in uncertain times: how we're rethinking spending and joy

It’s hard to ignore the collective mood coming through in our Closeness sessions at the moment.  Against a backdrop of cost-of-living pressures, political uncertainty and a seemingly constant stream of troubling global news, many consumers are sharing that the world feels more unsettled than it once did.

A question we’re increasingly asked to explore is how this broader mood is shaping consumers’ outlook – and, ultimately, how they choose to spend.

Unsurprisingly, this uncertainty is having a knock-on effect on finances. Consumers tell us they’re being more cautious and selective with their money, cutting back where they can through fewer purchases, waiting for discounts, second‑hand shopping and more planned food shops.

On a personal level, as a Gen Z twenty-something, these behaviours show up in very tangible ways. I’ve just moved to a new flat in London and needed a whole lot of furniture – but rather than defaulting to buying new, my first ports of call were Facebook Marketplace, Hackney Flea Market (although full of trendy antique stuff slightly out of my price range…), and second-hand finds that could be upcycled. And, increasingly, socialising among my friends means staying in and cooking together, deliberately saving meals out for special occasions.

That said, just like the consumers we speak to, the desire to treat myself has not gone away. If anything, it’s become more meaningful. Those moments of indulgence – a new Zara trench coat, a Charlotte Tilbury lip tint or a glass of wine at the pub – can feel like a small but necessary escape, bringing a sense of joy that many of us are missing when we think bigger picture.

In those moments, value isn’t about price; it’s about how something makes us feel. And occasionally, logic goes out the window; we turn a blind eye to the price tag – because sometimes we just need a lift!

What this all points to is a broader truth: joy still exists. While we can’t control the wider forces shaping the world right now, we can control the small choices that make everyday life feel lighter, more enjoyable and more manageable. Brands and retailers that recognise this and provide opportunities for little lifts may well earn a place in the hearts of consumers beyond the current times.