While the term “unprecedented” became commonplace during the pandemic, the ensuing inflationary environment and digitally accelerated expectations on the consumer-facing front paired with the rapid proliferation of retailer media networks on the business-facing end have continued the perfect storm that has truly pushed the industry into uncharted waters. From its point of influence at the intersection of brand and retail, the Path to Purchase Institute has helped navigate the last several decades of evolution — from the rise of the discipline of shopper marketing to the collapse of the purchase funnel to the shift to an omnichannel approach — always with the consumer front of mind. In this session, 14-year P2PI veteran and retail analyst Patrycja Malinowska will share a sample of curated insights and takeaways from P2PI’s breadth of resources on what forward-looking brand and retail marketers are working to better understand to chart a course for a win-win future.