To forecast demand in a low-confidence environment, don’t just look at what people bought last month. Look at what they still feel able to commit to. Sales data shows where demand landed. Consumer sentiment shows where demand may move next. Low confidence doesn’t kill demand evenly – it moves demand from commitment to control. That…

Most seasonal marketing plans follow a familiar route. Set the objective. Define the audience. Clarify the offer. Choose channels. Allocate budget. Build the activity. Measure the results. That structure works. What many plans miss is the input that decides whether the work lands: the customer’s mood, confidence and readiness to act. A plan built only…