The impact of inflation is all around us: at the pump, in the grocery store, on your favorite airline, and plastered across nearly every headline and — ahem — podcast. Gartner analyst Derek Stubbs draws on proprietary consumer research to illuminate perceptions of — and reactions to — rising prices. Yes, there are anxieties, but consumers of varying income levels experience inflation differently, and marketers and communicators need to build on strategies that don’t always center on price.Derek Stubbs is a Senior Director Analyst with Gartner who provides research and insights on U.S. consumer behaviors with a specific focus on income groups (low-middle income through the affluent); economic issues affecting consumer spending and saving behaviors; and buying and tech platforms, with a specific emphasis on financial services.Stubbs has been with Gartner for more than 10 years. Before that, he spent 15 years in advertising and direct marketing with some of the biggest firms on Madison Avenue. There he has worked on brands in and outside of financial services, with clients as diverse as Hills Pet Nutrition, Chase Manhattan (now JPMorgan Chase), E*TRADE, American Express, the American Institute of Certified Public Accountants, Jaguar Cars and Mercedes Benz.