Consumers are cutting back on discretionary spending almost as much as on the essentials, but they are willing to pay more for small indulgences and treats.

Marketers and advertisers who understand their customers’ shopping motivations, and tap into empathetic messaging tied to products and services that offer comfort and well-being—like that special latte or a candle for your home—will be better prepared for the coming months.

Download the latest report from eMarketer and SheerID, “How Economic Stress and Inflation Are Changing Consumer Behaviors,” and learn:

• What factors are driving consumers’ decisions to cut back on spending or to indulge
• Why empathetic and authentic messaging in tough times will help you stand out with your audiences
• How a nuanced understanding of customer psychology will help you build loyalty and retain customers