It is essential for brands to pursue consumer attitudes and contribute to rebuilding confidence, as the world is steadily affected by the Covid-19 pandemic. As appealing it may sound to curb current investments, brands have the scope of not only putting their products on the shelves, but also assisting consumers transform back into having a feeling of safety. The current scenario is viewed by experts as a crucial time for brands to look for and understand consumer attitudes and mindset and play an integral role in restoring consumer confidence.
Emotions significantly impact an individual; from what they do to the brands they end up choosing. In order to engage people in a positive way, brands must know what their consumers do and why they do it- acknowledging that feelings are a key component. Due to consumers’ lives becoming increasingly complicated and stressful, brands that desire to remain connected would be wise to stay well-informed on their consumers’ feelings. Even if everything feels as if it has paused, do not stop asking questions!
Fear Factor Is Prevalent
Fear is regarded as the leading consumer emotion nowadays as a result of the Covid-19 pandemic. Aggravating this fear is uncertainty, since only a handful of people trust the information coming via conventional sources of reassurance. Therefore, with fear influencing people’s minds, their behaviors and attitudes have changed. There is much evidence of present-day consumers caught up in a semi-catatonic state; still cutting back on spending and delaying health-related appointments.
The Danger: Brands Speaking Without Saying Much
Brands need to say something if they desire to stay top-of-mind, drive sales and eventually, stay in business. Accordingly, they are saying a lot at-present and only some of it is helpful. Brands are seen to be capitalizing on language and symbolism that shows our present situation through hurried ad campaigns. Consequently, they are getting messages and metaphors mixed up. By displaying common scenarios and informing consumers that we’re in this together, there is no doubt that the intention behind the words is good, the effect, however, is doubtful. This is because different societies are facing the crisis differently. In short, there isn’t a relevant one-size-fits-all message! In the meantime, researchers have also concluded that consumers are not just looking for reassuring messages, rather, they need compassionate friends to get through these challenging times.
The question all brands should be asking: How do we (all) rebound from fear? Invest In Understanding
Although fear is compelling, it doesn’t eliminate who consumers were and want to be even now. The bottom line: Brands matter. Even during a crisis, they are still involved in people’s lives. Instead of waiting for the storm to pass and hoping for normalcy to revive roles that may or may not exist any longer, brands can commit to researching consumers who purchase their products and be actively involved in collective recovery. Threatening circumstances also narrow individuals’ thoughts. Consequently, only easy and coherent messages can penetrate their minds. Brands cannot understand how to approach consumers in ways that will speak to them without mapping their current psyches, attitudes and habits. If they do not steer and settle challenging emotions, there is likelihood of them sending across targeted messages that will be overlooked. On the contrary, brands that successfully meet the challenge will be able to correctly evaluate their position in consumers’ lives. Furthermore, the research they conduct will demonstrate how they can remain connected and help during the crisis and strive for a good future.
Building a Post-Covid-19 World through Confidence
Consumers will re-evaluate and renew themselves as they find their way through these challenging times. As a brand, you can maintain your competitive positioning by participating in the process. The brand needs to recognize their consumers and approach them. Moreover, having knowledge of where to meet consumers and the type of role to play, will likely build stability while the upcoming ‘normal’ evolves. Just like people, brands too need aspiration and stability. At present, several brands are executing Covid-19 response strategies, with only some of them driven by their consumers’ emotions, mindset and changing behaviors.
Is their answer to understanding the consumer mindset, then re-assessing their own worth and finally, re-evaluating their potential in real life setting. To sum up, no, we do not know what the future holds but we (brands and consumers) can go there together. Experts are in agreement that brands must strive to understand and be concerned about their consumers’ feelings and ever-changing lives. If they succeed in doing so, they will connect and continue to live on as admirable forces in the long-run.