While it’s truly unfortunate that a pandemic forced such a re-adjustment, many of us are experiencing a new “back to the basics” in our lives. In a world that was being lost to vapid digital influencers, excess consumption and over-programmed lives, many of us are beginning to see and appreciate the return to real moments with colleagues, friends and family.
In a recent survey of consumers:
· 66 percent of those surveyed said the pandemic has brought them closer to their family than ever before.
· 77 percent of respondents were also in agreement that they’ve enjoyed spending more time with the members of their household.
· Nearly 50 percent of respondents admitted they didn’t really know what their significant other’s job was before they began working from home during self-isolation.
· 79 percent of parents surveyed said they’ve also learned more about their children’s hobbies and passions during this time.
According to a recent report from McKinsey, a preference towards trusted brands, nesting at home and continued focus on health and hygiene are simply of few of the shifts being seen from COVID. Consumers are already seeing that packaged goods, as basic as hand sanitizer, can no longer be trusted unless they come from a reputable brand. Spending time at home means a shift in what we are buying…while our shopping basket may be larger, consumers are generally stocking up for longer and spending less on discretionary items. As the summer starts to come to an end, will we start to see a replay of hoarding we experienced earlier this year? And will more retailers follow the likes of Walmart finally breaking from the hyperkinetic in-store holiday sales to giving associates valued personal time back during the holidays.
As marketers, these insights and shifts in consumer behavior have important implications for how we show up. As you embark on developing your marketing plans, ask yourself these basic questions:
· Do you have a good pulse on my consumers? Not only their interests and preferences, but now more than ever, their concerns around safety, efficacy and value.
· Where does your brand reputation stand? Trusted brands are being sought out more than ever…make sure your brand delivers as promised.
· Are you reaching your consumers where they are? E-commerce and digital marketing have never been more important.
· Have you built customer listening feedback loops? Essential as consumer concerns and behaviors will be a rollercoaster for the next 12–24 months.
Consumers are more discerning than ever, and while back to the basics might suggest things are getting simpler, don’t be caught off guard…it’s more important than ever to be on top of your marketing game in these uncertain times.
