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Here are the key takeaways:
• Think like your customers: Self-care is no longer a luxury but a necessity. Consumers are more likely to engage in mindful purchases with a “treat yourself” mentality, as opposed to impulsive ones, and crave opportunities to create small moments of serenity day-to-day.
• Safety is key: Consumers want to understand how a brand is adapting safety procedures during these times. From new safety measures for the hospitality sector, to manufacturing methods and staff welfare, consumers want reassurance that brands are focusing on consumer and human safety above profit making.
• Future proofing: As well as adapting for the ‘now’, consumers are also interested in how brands will keep up with the latest Covid-19 guidance, ensuring they are future proofing their offerings in the months to come as we ride the ‘coronacoaster’ into 2021.
Overall, consumers want reassurance that brands are focusing on human behaviour more than product selling. Empathy builds bonds -> bonds build advocacy -> advocacy creates lifetime value customers…and that’s who you want to stick with you in 2020 and beyond.
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