Consumer insights changing due to the coronavirus pandemic/What kind of marketing is necessary in the new normal era?

The impact of the novel coronavirus pandemic on the global economy and people’s lives has been immeasurable. Society has turned to a new normal known as the “new normal,” and people’s daily lives have been forced to change.

The same applies to companies and organizations. There will be an urgent need to review traditional business styles and develop new marketing activities that can capture consumers’ new awareness, behavior, and needs.

What should we pay attention to when marketing in the new normal era? Based on the results of surveys of consumers, we will analyze changes in society and consumer insights that can provide hints for future business.

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Business tips from new coronavirus infection (COVID-19) insights

Changes to consumer insights

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Business tips from new coronavirus infection (COVID-19) insights

The coronavirus pandemic has given rise to a new awareness among consumers, and this is having an impact on their behavior.

Here are four examples of follow-up research on “consumer insights (latent needs that you are not even aware of)” in the new normal era.

1. Consumer awareness is changing/Independence and autonomy

Consumers are increasingly spending their social lives (work and private life) online. The time that was previously spent commuting and traveling is now free time, and more and more people are choosing their own lifestyle and work pace. While “independence” and “autonomy” that were not present in traditional lifestyles are being created, “self-management,” such as being aware of the line between work and private life, has become an important point.

1. Changes in consumer behavior/real space and real time

Many people are likely spending their social lives more and more online, and their opportunities to interact with others are rapidly decreasing. It is also conceivable that the need to share “real space” with others will increase, and people will become more conscious of wanting to enrich their living spaces and living environments.

Additionally, new behaviors are emerging, especially among the digital native generation, such as enjoying “real time” while interacting with others through synchronic content.

1. Changes in consumer objectives/selfishness and altruism

Due to changes in the environment, it is predicted that group living and group behavior will decrease, and that consumers will develop an unprecedented sense of self. During the coronavirus pandemic, I realized that my purchasing behavior is related to the lives of various people and the growth of my company. Consumers will become more selective about their own actions. We can predict that people will be conscious of the benefits of altruism, not just self-interest, and will engage in consumption behavior that places emphasis on reliable products and services, as well as companies and organizations.

1. Change in relationship with consumers/closeness to oneself

As consumers become more aware of their own consumption behavior, they are also becoming more defensive and wary of products and corporate services that they are not aware of. The key points in consumption will be whether something is “close” to oneself and whether it is reliable, and people will place importance on things such as safety and traceability.

The distance from products and corporate services can be ascertained through the social networking sites to which one belongs. It is thought that connections will become stronger through activities such as “cheering consumption” in the community.

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“Changes” needed in marketing

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Business tips from new coronavirus infection (COVID-19) insights

A key point to note regarding the needs of consumers in the new normal era is the importance of actions that are conscious of the “individual”. In marketing as well, measures that incorporate the element of “individuality” will be key. The key to corporate growth is how well you can understand and approach the diversifying needs of individuals.

Depending on the scale of the business, such as mega brands, we are forced to incorporate “average” or “greatest common denominator” into marketing, but we are conscious of “individuality” in the form of direct sales on our company’s website, such as D2C brands. Their efforts are also attracting attention.

It is essential to actively communicate the brand purpose (raison d’être) using new marketing methods that respond to the diversifying needs of individuals.

summary

As consumer values ​​change, similar changes are required in marketing methods. It is important to pay close attention to consumer awareness, behavior, goals, and relationships that are expected to emerge in the new normal era, and to state the brand’s vision in order to connect them to business opportunities.

Reference source:

Business tips from new coronavirus infection (COVID-19) insights