Engaging with the post-pandemic consumer

The last year and a half or so has turned out to be the most challenging period ever for so many people. We have been pushed mentally, physically and emotionally on so many levels – and the data reflects how drastically our outlook has changed.

The good news is that collectively, we seem to be on the up, which, according to YouGov’s weekly mood tracker, marks a climb in positivity after several tumultuous months. 

46% of Britons have reported feeling “happy” over the past week; up from a low of 32% on January 14th 2021 and marking this year’s highest figure to date. A significant shift happened between March and April, paralleling the relaxation of rules on meeting outdoors and playing sports. Further easing of restrictions, the momentum of the vaccine rollout and adjusting to the new normal has seen our moods shift to feelings of hope and optimism.

So… brighter days are ahead!

What does this mean for marketers? How can we best read the room, when customers have been on a rollercoaster of uncertainty and stress? 

Begin by getting to know your audiences, by really understanding them. To do means finding the answers to lots of questions:

  • Who are they?
  • What are their needs? 
  • Have their aspirations changed? 
  • Where are they, emotionally, socially and financially?
  • What have they been through in the past year? 
  • Have their needs changed at all? 
  • Do they need help and reassurance? 
  • Are they craving upbeat content to brighten their day? 

If you know the answers to these questions, you can make a much better emotional connection with your audiences, by giving them what they want and need. After all, successful marketing is all about influencing behaviour from the default to the desired – and if you don’t know how they behave in the first place, how on earth can you successfully influence it?

Given that 90% of consumers markedly changed their behaviours in 2020, we can’t entirely predict the profile of the post-pandemic consumer just yet. However, some key behavioural trends continue to come through:

Making sure we tap into these behavioural trends is therefore important to ensure that our content is relevant and interesting to today’s consumers.

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