Living with Uncertainty: Revisiting Consumers’ Views of Affordability

Inside the New Consumer Definition of Affordability

Economic uncertainty has changed how consumers think about affordability, and many of the old assumptions no longer apply. Today, affordability is not about relentless trade-offs. It is about maintaining health, enjoyment, and stability without feeling financially exposed.

In this piece, Lux Research decodes how consumer beliefs have shifted since 2024 and what those changes mean for brands. Using predictive anthropology and large-scale language analysis, the report identifies five signals reshaping expectations across food, beverage, beauty, and home care.

Download now – get the data behind the affordability shift.