More than two-thirds (69%) of consumers think brands “should play a key role” in the cost-of-living crisis, according to new research by UM, Campaign Against Living Miserably (CALM) and MoneySuperMarket.

Nearly six in 10 (57%) surveyed said brands “could do more”, while more than half (60%) said they wanted brands to show “increased sensitivity to people’s financial struggles”. Close to three-quarters (74%) would “welcome financial advice” from brands.

In terms of consumer categories, retail and finance came highest when people were asked which brands are “most helpful” in helping them navigate the cost-of-living crisis, but only a quarter agreed that they were doing enough.

Read more in The Media Leader.