Four tips on how to tap into “localism” – a COVID-19 trend with long-term staying power

Stephen Whiteside

Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.

A shift towards buying locally-made products was gaining pace before the arrival of the coronavirus, but the pandemic has encouraged more shoppers to choose goods that are familiar, transparent about sourcing, and tailored for the needs of their specific community.

In making a case for the growing importance of such “localism”, Susie Walker, head/awards at Cannes Lions – a creativity-focused events and content company which, like WARC, is owned by holding group Ascential – pointed to a study by research firm Kantar, conducted in the early months of COVID-19’s spread, that found:

  • 65% of consumers preferred to acquire goods and...

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