What would adland like to see from new Prime Minister Liz Truss and Culture Secretary Michelle Donelan? Campaign’s premium content editor Nicola Merrifield and media editor Arvind Hickman find out.

One of the issues Truss promised to tackle in her maiden speech as PM is the cost of living crisis. Reach director of market insight and brand strategy Andrew Tenzer led research on what consumers want from advertisers during the crisis. He shares the report's findings and offers advice on whether brands should lean into cost-of-living crisis marketing or avoid it altogether.

Further reading

Agile marketers do have (some) power to help with the cost of living

‘Work with us’ – Industry reacts as Truss appoints former media executive as culture secretary

Download: Cost of living: What mainstream Britain really needs from brands

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