3 Shifts have Happened in Consumer Emotions in a Post Pandemic World: Here is What You Need to Know to Adjust your Digital Marketing and Ecommerce Messaging

[vc_row][vc_column][vc_column_text]There are 3 big obvious changes in consumer behaviour detected in the post-pandemic world. Carey’s latest article, “Is Your Brand Purpose at Risk of Being Obsolete?” highlights their latest observation (Carey, 2020). The “why” rather than “what” has been the critical question that will define the emotion that goes into the decision making of the brand.[/vc_column_text][vc_single_image image=”5694″ img_size=”600×400″ alignment=”center”][vc_column_text]Based on a 15-year longitudinal survey that tracks emotional drivers, there are clear shifts in 3 particular emotional changes that will shape consumption of your brand.

1. It’s About “Me” Now & Not “We”
   The pressure of extended lock downs, physical distancing and minimal socialisation has created a pendulum swing of “Me” now. It’s more of “my wellbeing first before I can take care of others”. It’s similar to the idea of putting your life jacket first before you put it onto others. When you are in better shape, you can express the care to others.
   
   Therefore, your brand message will need to adapt. It’s better now to just focus on “rewarding yourself” type of concept rather than a community centric messaging. Go for a private spa, get some personal skin care done, buy this special gadget for yourself, indulge in some revenge shopping for yourself. How about the latest iPhone 12 for yourself?Reimagine that you are serving a paid social advertising, the copy and content could be just promoting a “Me” first rather than “We”. For example, “Putting off that new shoe, dress, skincare, gadget, is no longer necessary. Free Shipping: check out now.”

2. Resilience & Optimism
   Brand promise that promotes hope, optimism and resilience will do very well in this measurement. There is a deep hunger for hope and resiliency. In fact, the survey highlighted that all generations from X, millennials, and generation Z (especially kids) gravitate towards “Staying positive” indicators and messaging. Take for example Pepperidge Farm’s Goldfish crackers built its messaging on optimism, focusing on happy faces on its crackers. The tagline was “the snack that smiles back” (Carey, 2020).

3. There is a Rebel in Us
   After being forced to #stayhome, the rebel in us is very alive this round. People have grown frustrated, angry, and confused in this period. The outlet of going against the norm, being different has been pushed further. The emotion to reject the norm fuelled the impulsive eating habits and binging attitude. As brand custodian, a messaging around non-conformity, individualism, and being different can be angles to attract this emotion.

[/vc_column_text][vc_single_image image=”5693″ img_size=”600×350″ alignment=”center”][vc_column_text]Embrace these new learnings as we readjust our social media posts, paid social advertising (Facebook, Instagram, Twitter etc), email marketing and other digital assets as these 3 emotional changes will have lasting effects moving into the next decade. There is no one time that the world has known to just #stayhome till now. Stay strong brand owners, while these observations are interesting, let us not forget the reality of not being tone deaf to extreme difficulty on the ground. All the best in your digital marketing and e-commerce journey.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

References

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author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)[/vc_column_text][/vc_column][/vc_row][vc_row equal_height=”yes” content_placement=”middle”][vc_column width=”1/6″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”1715″ alignment=”center” style=”vc_box_outline_circle”][/vc_column][vc_column width=”5/6″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]

author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)[/vc_column_text][/vc_column][/vc_row]