Psychological stress or growth will determine post-pandemic consumer behaviour

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.

Why it matters

The impact of COVID-19 has varied markedly, causing uneven shifts in cognitive and behavioural adaptations and creating smaller subsets of social realities. Brands will need to adopt a more localised and age-segmented approach to marketing rather than relying on homogenous, macro trends.


  • Whether consumers have experienced psychological stress or growth may be an important factor in predicting which products or strategies are likely to succeed in different markets.
  • Areas hit severely may suffer a collective post-traumatic stress effect which predisposes to a scarcity mindset – brands employing strategies that are time-limited, and decrease upfront costs are...
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