UK-based dictionary Collins just announced its 2022 word of the year:
permacrisis. The term describes "an extended period of instability and insecurity." Another one of the dictionary's words of the year is 'warm bank,' defined as "a heated building where people who cannot afford to heat their own homes may go."
Given the pressures consumers are facing, any brand with deepish pockets should be helping out in meaningful ways, especially since many corporations
are still generating high profits. Like Heinz and Morrisons did with their code phrase, be sure to acknowledge and alleviate the discomfort many people might feel when asking for a handout.
