Part 6/8:
The manner in which companies react to these inflationary pressures adds another layer of complexity. While some companies might absorb the costs to maintain customer loyalty, others may opt to pass increased costs on to consumers. Lee reflects on a concept known as "greedflation," where companies exacerbate inflationary conditions instead of mitigating them.
Lee suspects that there will be more significant pushback against price increases this time around, and companies might struggle to transfer costs to consumers. The focus on managing consumer relationships in the face of constant price changes will challenge many firms.