It’s crucial that audiences are put first amid tougher times, which Primark is undoubtedly demonstrating. By offering full transparency and validity and not shying away from showing its struggles as the cost of doing business soars, it’s proving to be an authentic partner to its customers.

The British Retail Consortium (BRC) has today urged the government to freeze business rates so that retailers can avoid passing on higher costs to customers amid plummeting spending. Non-essentials continue to take a step back, marking a gloomy start to the festive season.

Primark is now giving shoppers a reason to return when tougher times simmer down – marking a future growth opportunity in the business of loyalty. Prioritising loyalty will give brands the best chance at long-term success, a glowing prospect in the current economic turmoil.