Research points to changes in the behavior of generations X and Y after quarantine

It is a fact that the crisis caused by the new coronavirus pandemic is causing several changes in the business world, mainly due to the unplanned digital transformation that corporations are having to go through to survive during this period.  However, anyone who thinks that what is happening now is temporary is mistaken.  The tendency is that the way in which business operates will no longer be the same when the quarantine ends, including changes in people's purchasing behavior, especially younger people.  Let's understand all this?  Read the text below!  Traditional Marketing Will No Longer Be as Effective We are already realizing that the Covid-19 pandemic is not only having an effect on the global economy, but also a “cultural shock” that should impact the way people consume different goods.  The tendency is that, after the end of social isolation, young people will have a different perception about their needs, will start to consume only what they really need and, on top of that, will demand much more than Traditional Marketing can offer.  According to a study carried out by the German fashion portal, Highsnobiety, after going through everything that the pandemic is imposing on the market, generations X and Y, who were already experiencing a change in the way they consume, mainly due to the demand for purchasing experiences, will be immune to the culture of “product fashion”, also known as hype.  In other words, due to social isolation, they will be able to realize that certain products and services are not necessary for their lives, changing their ideas about what they should really invest their money in.  If before they considered, for example, bars, restaurants and clothing stores necessary, the distancing and the economic crisis that has taken place have shown that it is possible to live well without spending money in these establishments.  The same goes for products that were highly desired among this audience.  Therefore, companies that have been directing their communications departments’ efforts to transform expensive products into “fashion” must be aware that the “new world” will demand much more than that.  The maxim “buy less, but buy better” will become the watershed in individuals’ consumption choices.  Current actions will have a big impact on the future You've probably already realized that it's no longer enough to just advertise your product/service to people and expect them to be impacted and become loyal to the brand.  At this time, consumers want brands not to put profit above all else, but to have a purpose and to help people in some way, whether through concrete actions or the way they communicate.  This can be proven through a study known as “Brand Trust and the Coronavirus Pandemic”, which was carried out by the global communications agency Edelman, in which 12 thousand individuals from 12 different countries, including Brazil, were interviewed.  For 94% of Brazilians, the expectation is that brands will do everything to protect the well-being and financial security of their employees and suppliers, even if this means financial losses until the end of the pandemic.  In addition, this same number of people are also asking corporations to invest in the production of articles that are useful to help consumers face current challenges and to offer free or reduced-price products to healthcare professionals, people at high risk of contamination and people whose jobs have been affected by the crisis.  Flamengo, for example, one of the most influential teams in Brazilian football and which also has a very valuable brand, invested in production and made masks and alcohol gel with its logo printed on its e-commerce site available to help people during this time.  Another example is Coca-Cola Brazil, which, together with Brasal Refrigerantes, donated around 24 thousand liters of mineral water to help healthcare professionals in the country.  The survey also showed that 68% of Brazilians are turning to brands that they already had affection for and trust during the quarantine, while 46% tried a new brand because of the way it is dealing with the pandemic situation.  As a result, the study showed that the quality of a corporation's crisis response will have a huge impact on the purchasing choice of 76% of Brazilians, ruling out companies that put profit above people, possibly forever.  Digital Marketing can be a great ally in ensuring success in the future market that awaits us. As you can see, the tendency is for changes to be permanent, so now is not the time to stand still.  Young people are demanding that companies, as previously mentioned, sell a complete experience, that is, not have a relationship based solely on the moment of purchase, but that they have a positive impact on consumers' lives in a variety of ways.
Research points to changes in the behavior of generations X and Y after quarantine

Research points to changes in the behavior of generations X and Y after quarantine

It is a fact that the crisis caused by the new coronavirus pandemic is causing several changes in the business world, mainly due to the unplanned digital transformation that corporations are having to go through to survive during this period.
 However, anyone who thinks that what is happening now is temporary is mistaken.  The tendency is that the way in which business operates will no longer be the same when the quarantine ends, including changes in people's purchasing behavior, especially younger people.
 Let's understand all this?  Read the text below!
 Traditional Marketing Will No Longer Be as Effective We are already realizing that the Covid-19 pandemic is not only having an effect on the global economy, but also a “cultural shock” that should impact the way people consume different goods.  The tendency is that, after the end of social isolation, young people will have a different perception about their needs, will start to consume only what they really need and, on top of that, will demand much more than Traditional Marketing can offer.
 According to a study carried out by the German fashion portal, Highsnobiety, after going through everything that the pandemic is imposing on the market, generations X and Y, who were already experiencing a change in the way they consume, mainly due to the demand for purchasing experiences, will be immune to the culture of “product fashion”, also known as hype.  In other words, due to social isolation, they will be able to realize that certain products and services are not necessary for their lives, changing their ideas about what they should really invest their money in.
 If before they considered, for example, bars, restaurants and clothing stores necessary, the distancing and the economic crisis that has taken place have shown that it is possible to live well without spending money in these establishments.  The same goes for products that were highly desired among this audience.
 Therefore, companies that have been directing their communications departments’ efforts to transform expensive products into “fashion” must be aware that the “new world” will demand much more than that.  The maxim “buy less, but buy better” will become the watershed in individuals’ consumption choices.
 Current actions will have a big impact on the future You've probably already realized that it's no longer enough to just advertise your product/service to people and expect them to be impacted and become loyal to the brand.
 At this time, consumers want brands not to put profit above all else, but to have a purpose and to help people in some way, whether through concrete actions or the way they communicate.
 This can be proven through a study known as “Brand Trust and the Coronavirus Pandemic”, which was carried out by the global communications agency Edelman, in which 12 thousand individuals from 12 different countries, including Brazil, were interviewed.
 For 94% of Brazilians, the expectation is that brands will do everything to protect the well-being and financial security of their employees and suppliers, even if this means financial losses until the end of the pandemic.  In addition, this same number of people are also asking corporations to invest in the production of articles that are useful to help consumers face current challenges and to offer free or reduced-price products to healthcare professionals, people at high risk of contamination and people whose jobs have been affected by the crisis.
 Flamengo, for example, one of the most influential teams in Brazilian football and which also has a very valuable brand, invested in production and made masks and alcohol gel with its logo printed on its e-commerce site available to help people during this time.  Another example is Coca-Cola Brazil, which, together with Brasal Refrigerantes, donated around 24 thousand liters of mineral water to help healthcare professionals in the country.
 The research also showed that 68% of Brazilians are turning to brands that they already had affection for and trust during the quarantine, while 46% tried a new brand because of the way it is dealing with the pandemic situation.
 As a result, the study showed that the quality of a corporation's crisis response will have a huge impact on the purchasing choice of 76% of Brazilians, ruling out companies that put profit above people, possibly forever.
 Digital Marketing can be a great ally in ensuring success in the future market that awaits us. As you can see, the tendency is for changes to be permanent, so now is not the time to stand still.  Young people are demanding that companies, as previously mentioned, sell a complete experience, that is, not have a relationship based solely on the moment of purchase, but that they have a positive impact on consumers' lives in a variety of ways.
Research points to changes in the behavior of generations X and Y after quarantine

It is a fact that the crisis caused by the new coronavirus pandemic is causing several changes in the business world, mainly due to the digital transformation unplanned that corporations are having to go through to survive during this period.

However, anyone who thinks that what is happening now is temporary is mistaken. The trend is that the way business is done is no longer the same when the quarantine ends, including changes in people's purchasing behavior, especially younger people.

Let's understand all this? Read the text below!

Traditional Marketing will no longer be as effective

We are already realizing that the Covid-19 pandemic is not only having an impact on the global economy, but also a “cultural shock” that should impact the way people consume different goods. The tendency is that, after the end of social isolation, young people will have a different perception about their needs, will start to consume only what they really need and, on top of that, will demand much more than Traditional Marketing can offer.

According to a study conducted by the German fashion portal Highsnobiety, after going through everything that the pandemic is imposing on the market, generations X and Y, who were already experiencing a change in the way they consume, mainly due to the demand for purchases based on experiences, will be immune to the culture of “product fashion”, also known as hype. In other words, due to social isolation, they will be able to realize that certain products and services are not necessary for their lives, changing their ideas about what they should really invest their money in.

If before they considered, for example, bars, restaurants and clothing stores as necessary, the social distancing and the economic crisis that has taken hold have shown that it is possible to live well without spending money on these establishments. The same goes for products that were highly desired among this audience.

Therefore, companies that have been directing their communications departments’ efforts to transform expensive products into “fashion” must be aware that the “new world” will demand much more than that. The maxim “buy less, but buy better” will become the turning point in people’s consumption choices.

Actions in the present will have a great impact on the future

You've probably already realized that there's no point in just advertising your product/service to people and hoping that they'll be impacted and become loyal to the brand.

At this time, consumers want brands not to put profit above all else, but to have a purpose and to help people in some way, whether through concrete actions or the way they communicate.

This can be proven through a study known as “Brand Trust and the Coronavirus Pandemic”, which was carried out by the global communications agency Edelman, in which 12 thousand individuals from 12 different countries, including Brazil, were interviewed.

For 94% of Brazilians, the expectation is that brands will do everything to protect the well-being and financial security of their employees and suppliers, even if it means financial losses until the end of the pandemic. In addition, this same number of people are also asking corporations to invest in the production of useful products to help consumers face current challenges and to offer free or reduced-price products to healthcare professionals, people at high risk of infection, and people whose jobs have been affected by the crisis.

Flamengo, for example, one of the teams with the greatest influence in Brazilian football and which also has a very valuable brand, invested in production and made it available on its website. E-commerce masks and alcohol gel with its logo printed on them to help people during this time. Another example is Coca-Cola Brazil, which, together with Brasal Refrigerantes, donated around 24 thousand liters of mineral water to help the country's health professionals.

The survey also showed that 68% of Brazilians are turning to brands that they already had affection for and trust during the quarantine, while 46% tried a new brand because of the way it is dealing with the pandemic situation.

As a result, the study showed that the quality of a corporation's crisis response will have a huge impact on the purchasing choice of 76% of Brazilians, ruling out companies that put profit above people, possibly forever.

Digital Marketing can be a great ally to ensure success in the future market that awaits us

As you can see, the trend is for changes to be permanent, so now is not the time to stand still. Young people are demanding that companies, as previously mentioned, sell a complete experience, that is, not have a relationship based solely on the moment of purchase, but that they impact consumers' lives in many positive ways.

Read: Customer Success vs. Customer Experience: Know the Differences

Therefore, know that investing in Digital Marketing strategies, such as Content Marketing and Inbound Marketing, are extremely important, as they are capable of making your company visible and attracting a greater number of people from your target audience by providing interesting content that is relevant to improving each person's life (remember what we said about experience?) for platforms that go far beyond social networks.

Read alsoMarketing in times of pandemic

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