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...