Belén Barreiro Pérez-Pardo

Since the outbreak of the Great Recession, societies have been shaken by various traumatic events: the economic crisis has hit many homes, particularly the most vulnerable. When it seemed like we were back to normal, the terrible Covid-19 pandemic, which began two years ago, once again sowed material and emotional fears, especially among young people. As if that weren't enough, a few weeks ago Russia invaded Ukraine, causing irreparable damage, which is inevitably splashing the governments, businesses and citizens of our country. In the face of this rampant uncertainty, how does the consumer react? What attitudes and behaviors arise? Does the lack of certainty affect us all equally?