All indications point to global inflation of consumer prices in 2022 that will be higher than anything seen in the past 30 years. With consumer prices up 5.8% from a year ago already, and another 2.3% (at least) expected in 2022, our industry needs to focus on efficiency to avoid another industry slow-down/disruption following COVID. The questions all brands should be asking is what is the new value for consumers brands can create? What can this look like long term? How do we create NEW value that is seen as valuable by consumers? (for example CPG brands providing refillable glass jars and subscriptions to low-waste refills).