COVID-19 prompted the rise of the citizen shopper, here’s how marketers can engage them

The pandemic has brought about a collective awareness of ‘shadow pandemics’, which has given rise to a new cohort - the citizen shopper.

COVID-19 is often described as the great accelerator – hastening the adoption of digital platforms for shopping, working, socialising and more. The way it impacted the rhythm of our lives however, felt more like the great slowdown, as lockdowns were implemented and economies ground to a halt.

This slowdown has brought about a collective awareness of ‘shadow pandemics’ – negative impacts on people’s personal lives and on society, such as mental health, and our environmental impact.

Shadow pandemics

The pandemic in particular laid bare social inequality – a growing division between those who have been able to build up savings...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands