Side effects of COVID-19
As time passes during the pandemic, the “new norm” is looking more and more like it could become the “everyday norm.” Quarantining has caused new side effects of consumer behaviors. People have changed their way of life and this has impacted their buying habits, travel plans, socializing, and more.
Our strategy team coins it: The COVID Radius.
The reactions these side effects will cause in how brands market their products and services could determine who survives and who doesn’t.
The COVID Radius
Quarantining has kept us home initially, but even as restrictions lift, the distance that we travel for work, fun, and daily life continues to shrink.
Purpose-Driven Trips
No longer comfortable (or, in some cases, allowed) to wander or drop in, our trips out of the house have become “purpose-driven” – picking up an online order or grabbing takeout – rather than “experience-driven” – browsing at a store or dining out with friends. The implications are significant, impacting where we will go, what we will do, and even who we will see.
Brand Reactions
Location, convenience, trust, and safety all have heightened importance as our circles shrink. Marketers must adjust their approach to ensure services and products fall within The COVID Radius. Though every brand is different, they must meet customers where they are through three strategies.