China shows how to turn your upside-down world the right way up after COVID-19

Jenny Chan

Significant changes in consumer behaviours and attitudes will be retained in the aftermath of the crisis, with perhaps only social distancing and outdoor activity reverting to pre-pandemic levels.

Why it matters

As China emerges from the COVID-19 crisis, brands in the country will have to navigate a changing environment that falls between business as usual and a “new normal”. The lessons will be critical both locally and internationally.

Takeaways

  • It is vital to comprehend the underlying emotions that result from the COVID-19 pandemic, as they will influence purchase and media behaviour.
  • Brands in categories that were once considered low-involvement, such as household cleaning and insurance, may be able to redefine themselves in powerful new ways.
  • Digital channels were essential during the pandemic, and are likely to see permanent...

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