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“Emotionally worn out”: Inside the minds of today’s consumers

Covid-19 restrictions have changed how we physically shop but the pandemic has also changed the way we think about shopping, particularly aspirational experiences. People have been sad and fearful. They are emotionally worn out. So they’re seeking retail brands that will cheer them up and make them feel good like never before. So what does aspirational shopping look like now for Covid-weary, emotionally needy shoppers? Brands supporting self-worth instead of challenging it One of the biggest t