How to talk to consumers during COVID-19 period?
Everything around us is changing and nothing is as it was. But does it mean that consumers are not in the mood to buy? If so, will it last long?
Let’s not forget, that consumers are adaptive by nature. When trends change, they switch the brands and styles they wear. When new technologies are released, they resist, observe a life that can be a little easier or a little better, and then – adopt new innovations. And even in the most difficult times, such as now – when routines are completely messed up, they pause – and then adjust spending habits, consumption patterns and the way they interact with the brands which best meet new needs.
During these challenging times, consumers’ willingness to buy is indeed reduced. Instead of focusing on increasing sales, businesses should focus more on fulfilling their consumers’ psychological needs.
Consequently, as a response to COVID-19 and the stay-at-home economy, public institutions have begun monitoring consumers’ radically changing motivations and needs. Some of the outcome below reflects a representative population in USA, UK and Germany from various monitoring agencies.
Which communication messages are attracting consumers successfully now? It seems that consumers are more interested (and involved) with concepts of PERSONAL HEALTH, GENERAL ANXIETY (ISOLATION), PERSONAL STRENGTH, DISCIPLINE, COMPETENCE and TRUST, CURIOSITY, INDEPENDENCE, FAIRNESS and PRIDE.
When asking consumers what they are currently purchasing or intending to purchase in this period – the most popular products belong to the following industries – FOOD, HEALTH & BIOTECH, SANITATION & CLEANING, HOUSEHOLD APPLIANCES, ROBOTICS, HOME FITNESS, ONLINE ENTERTAINMENT, TELECOMMUNICATIONS & IT, GAMING, VIRTUAL EDUCATION, PERSONAL SUSTAINABILITY, ELDER CARE and DELIVERY & LOGISTICS.
Which communication messages are attracting less attention? Consumers are less interested in concepts of ADVENTURE, STATUS, LUXURY, SPONTANEITY, PERFECTIONISM and ‘ZEST FOR LIFE’.
During this time, businesses should focus their communication around the rational aspects of underlying emotional motivations – it just won’t feel right for consumers to see messages about spontaneity and adventure. As they live a quarantined lifestyle, consumers are seeking guidance and trust. Businesses need to echo these feelings, while also reminding consumers of the little, rewarding parts of everyday life to keep them motivated.
As social distancing starts to take its toll, businesses should create relatable experiences for consumers and let them know that they are not alone. Sentiment and feelings should be monitored closely as the situation continues to wear on individuals.
How can we help?
ADK Insights combines both qualitative exploration of the rational and emotional factors that better identifies the needs of consumers during the COVID-19 period, along with the quantitative scale and full global SNS coverage to validate their ideas, habits and wishes.
To find out more about our dialogue with consumers worldwide, please contact Rob, Dam or Nimrod.