If you glanced at the headlines this week, you might think everything is fine. Markets are not in full panic mode, unemployment is not spiking, and earnings season is still producing plenty of upbeat charts for investor decks. Underneath that, though, there is a very different story taking shape about what it takes to keep growth going when people are tired of paying more for less.

Across the economy, companies are being forced to get creative. Some are reworking how they price core products, others are quietly shrinking their physical footprint, and a few are openly trying to trade short term stock market love for longer term loyalty. Even the hottest corners of tech are starting to see what happens when the narrative shifts from limitless upside to awkward questions like “how much is to

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