These last few weeks, we’ve seen the latest inflation figures in Guernsey and families are feeling the pinch, but so are businesses. Over the economic ebb and flow of Black Vanilla's director, Nichole Culverwell's 30 year career, she's seen how companies often cut their marketing budget first as an ‘easy budget win’, but is that short term thinking? Hear more from Nichole and messaging and marketing coach, Rachael Cumberland-Dodd on what organisations need to do to stay relevant and how to adjust their marketing strategies to respond to customer sentiment.