How can China's brands reconnect with today’s anxious consumers?

Even though the pandemic seems to be under control today for the China population, uncertainty about the future remains, and anxiety still influences every move, so empathy, singularity and consistency appear to be the keys to success.

Lockdowns, unavailability of daily necessities, and frequently-updated regulations have been imprinted in the minds of Chinese consumers for the past two to three years. With constant anxiety about basic needs like food, medical supplies and mental health access, society has shifted from its usual codes.

Brands are in a bind. The pandemic has led to trust challenges in organisations and brands in general. As a response, people have naturally reverted to brands that evoke stability and reliability during uncertain times. The usual complex and perpetual flow of branded information and advertisements has become too overwhelming.

Credit: Elmwood Brand Consultancy


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