We’ve learned a lot about our lifestyles and patterns as consumers during the COVID pandemic, and as we start to see a possible end in sight to the crisis, the big question on the minds of business and consumer marketers is the degree to which we’ll go back to our regular pre-crisis lives.
New research from ACUPOLL Precision Research finds that consumers have new expectations on everything from advertising to shopping to private label products. The firm’s latest comprehensive nationwide poll is based on three waves of research involving over 3,000 consumers.
“This research represents a unique window into the hearts, minds, and evolving behavior of consumers by posing questions we haven’t seen anyone else ask about,” said Jeff Goldstein, president of ACUPOLL Precision Research, in a news release.
Highlights of the research:
Glass half full
Eighty percent of consumers view this crisis as an opportunity to shift gears. Half of these want to ‘reset’ and enjoy or accomplish things they haven’t before. The other half wants to be more prepared—including on the health and financial fronts.
Advertisers change your ways
Ninety percent want companies to change how they advertise. Chief among these is helping educate about the crisis, encourage good behavior, and giving back to the community.
Forty percent of consumers appreciate grocery pickup or delivery more than before the crisis.
Across paper and food categories, 25 percent of consumers appreciate private labels more than before the crisis. Conversely, about the same appreciate name brands more.
The new influencers
Qualitative comments reveal people may idolize stars, sports figures and influencers less. And, they will appreciate police, EMT’s, doctors and nurses more.
Less division in the country
People see hope: political parties working together more, lots of positivity in the nation. Citizens believe a sense of compassion and community will continue.
Enthusiasts vs. Resistors
Around 20 percent of those who used to participate in sports/leisure, dining out and shopping plan to do these things less after the crisis. In every category, brands will battle to gain momentum among the enthusiasts, and regain the trust/confidence of the resistors. Winning among enthusiasts is more crucial than ever. Social distance will become the “new healthy.”
Get out of town
When asked, what’s the first activity you want to do after the crisis, second highest response (19 percent) was travel.
Sixty percent have decreased non-essential spending; 34% have even decreased spending they consider to be essential.
Forty-four percent of consumers have branched out and tried something new, suggesting this may be a time for some experimentation and indulgence, and to build new loyalties.
We’re much more likely to be turning to comfort foods or snacks than trying out new recipes.