A WORLD IN RECONSTRUCTION, A NECESSARY AGILITY OF BRANDS!
The Covid-19 sanitary crisis will generate many societal changes that will give back its letters of nobility to the "consumer actors". After the confinement, more suspicious, more cautious, more responsible and with a higher level of reasoning and requirement, consumers will change the relationship with brands.
The challenge ahead will be to combine the company's economic objectives with respect for customers' expectations and need for reassurance.
CONSUMERS WHO ARE ENGAGED, RESPONSIBLE AND LOOKING FOR CHANGE
The path had already been traced with the major trends of organic, zero waste, local consumption ... The containment has allowed deep changes in the responsible commitment of consumers, and should augur such a change also from the brands!
Based on a study by the Cabinet Quantitude by Cécile Isone-Albrieux[1]51% of the people interviewed declared that they would adopt a more "reasonable" consumption after containment. In this study, this typology of "reasonable" consumption is broken down into 3 categories: consuming less for 24% of them, consuming locally for 18% of them, and consuming ecologically responsible for 9% of them. New trends will therefore be reinforced, such as second-hand and eco-responsible purchases.
Of course, pleasure purchases, like leisure activities, still have a bright future ahead of them (although they only represented 23% of purchases during the confinement[1]). But brands will have to reorient their discourse to be more in tune with their customers' moods. More than ever, they must engage with them, demonstrate transparency, eco-responsibility and innovation to reinforce "better consumption" and anticipate the "aftermath" because consumers are the spearhead of the well-being of our financial markets!
[1]-2Impactof the health crisis on business, April 2020, Cabinet Quantitude.
THE FAMILY AS A KEY FACTOR OF REASSURANCE
With family models emerging in recent years and challenging the sacrosanct "nuclear" family. This confinement will have made it possible to put the family at the heart of a long sought-after balance.
83% of families played with their children during the lockdown. 31% of the families believe that it allowed them to strengthen their family ties[1]and want to keep those good habits alive. Consumers have been able to adapt their lifestyle and be creative in order to maintain family ties, or even recreate them! Despite the fact that consumption is under pressure, has slowed down considerably and there is uncertainty about "tomorrow", the family will be at the heart of all our concerns. The "Customer Centric" approach that shapes our communication strategies must take into account the importance of the human in the economic sphere. Just as families have done, brands must redouble their efforts to innovate, to surprise, to promote the experiential and the customer contact (even through the digital channel). To bring them to believe in an "after" that is healthier and in line with their need to reconnect with the world.
[1]Tiniloo survey - April 2020.
AGILITY, TO BE CONSUMED WITHOUT MODERATION
On the agency side, our role will be to ensure this link between the consumer and the brand. For this "after containment", we have to be agile. This agility will allow us to create a real affection between the brand and the consumer. "More than ever, the brand needs to have this bottom-up communication from the consumer to the brand, so create a link. Therefore, to create a link ", said Shirley Curtat-Cadet. Transparent and authentic communication ensures consumer trust in the brand. And that is one of the primary needs of consumers today.
"The aftermath of agencies; the view of Shirley Curtat-Cadet, founder of Com' des Enfants", ladn.eu.
