Context
The lifting of the Covid – 19 lockdown restrictions will mark a lifestyle shift for many; from the homebased lifestyle imposed on us by the pandemic, to a hybrid balance of home & office working. Behavioural science data suggests that such lifestyle disruptions lead to changes in consumer habits over a period of 3-6 months.
Carpe Diem, from Initials in collaboration with Total Media and Behave, explores what this moment in time means for consumer behaviour and their shopping habits and how brands can navigate this to seize the opportunity it presents to become part of a new way of life. How they can meet the moment.
How do brands that achieved growth during lockdown retain their newfound audience and position in the market as their consumer’s lives change again?
Conversely, how do brands that lost relevance, reassert their relevance in the new occasions that will form as we press reset?
Here are the key take outs for brands looking to seize this moment in time:
Recognise evolving brand-consumer relationships
With working patterns changing and potentially fewer or less consistent office visits, brands must understand that consumers may have a different relationship with them going forwards. Lower frequency store visits and disrupted commuting journeys and behaviours, mean that brands and retailers will need to work harder to attract customers, and not rely on commuters on autopilot.
Make brand salience a priority
The next 6 months are a crucial period for the evolution of consumer habits, so reminding consumers why they love you and remaining front of mind is critical. Whilst stores may be reopening, there’s no guarantee your old customers will rush back, having found other online options. Now represents a huge opportunity for brands to lock in loyalty and attract new customers through storytelling, clarity of proposition and emotional connection.
Reassert your relevance as occasions evolve
Several categories have prospered in the last 18 months, from grocery delivery to coffee subscriptions and restaurants developing DIY kits. But with working from home days likely to be less frequent, on the go grocery shopping returning and restaurants reopening, how will those categories fare as their consumers reset? Whilst the next 6 months pose an opportunity for many businesses, for others the focus needs to be on avoiding the loss of relevance as habits are disrupted.
Look deeper than demographics
Brands must not assume that all people feel the same about lockdown easing. Whilst celebration, treats and foreign holidays may be on the cards for some, for others it will be an anxious time, with financial hardship and ongoing health concerns. Importantly, these trends do not correlate neatly with easily distinguishable demographics. For the foreseeable, brands must be empathetic and flex their communications to get the right (and appropriate) messages to the right people at the right time.
Watch the event recording (1hr)
We are aware that every brand’s need is unique, so please do reach out to us in relation to how your brand can meet this moment effectively – whether you are in need of strategic planning, behavioural insights. media planning or creative solutions, we’d love to talk
Our event partners
Will Hanmer-Lloyd
Head of Behavioural Planning & Strategy
Total Media & Behave
Josh Tilley
Senior Strategist
Initials
