The long-term impact of COVID-19 on consumer behaviour

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.

Why it matters

As consumers’ lifestyles are upended in a way almost unparalleled outside of wartime, they are likely to reappraise deeply embedded and instinctive purchase behaviours. This offers an opportunity for brands to create new customer relationships – as well as threatening existing brand loyalties.


  • One of the best methods for protecting against losing customers, and for attracting new ones during a time of flux, is to build and maintain brand saliency.
  • Triggering surprise can help brands intensify ‘peak’ emotions; going that extra mile and providing consumers with some added treat or benefit (eg free delivery) will go...

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