How can India’s brands leverage behavioural science to drive salience during the COVID-19 recovery phase?

HCL Enterprise’s Prerna Katyal outlines how brands can leverage behavioural science concepts to predict and adapt to the changing consumer situation as markets move to a COVID-19 recovery phase.

Why it matters

The psychological impact of COVID-19 on consumer mindsets cannot be ignored and brands must have a deep understanding of the different phases at play. Here, behavioural science concepts can prove useful for mapping out an effective response strategy to recover quickly.


  • Once the situation stabilises and restrictions are eased, people would want to continue pursuing their passions and dreams.
  • Understanding the need-narrative gap and the interplay between cognitive biases provide valuable insights on important things that brands need to note while communicating with the customers going forward.
  • Brands need to slowly but steadily drive the consumers...

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