Faced with a health crisis that seems not to give way at all and consumers burdened by isolation, economic pressure and complex employment situation, it is clear that the world of marketing will never be the same again. Firms like Mondelez know them.
In principle, it is important to understand the edges on which the consumer now moves, which, from now on, is already considered a post-pandemic by many studies.
In this line since Mindshare have identified five insights that will be key to connecting with consumers in the new normal:
- An affected consumer: Worldwide, three out of ten people claim to be “very affected” economically by the effects left by the health crisis.
- Young generations, in bankruptcy: When this feeling of financial affectation is read by age groups, the youngest say they are especially shocked.
- Boredom worry: Despite the fact that more than six out of ten people said they were worried in March, it has now stabilized at just over 50 percent. The figure goes in the opposite direction to the feeling of boredom. In the last month alone, it increased from one in five people to one in four people.
- Online at la alza: Since the beginning of the pandemic and until March, the number of consumers who made purchases online “more than before” reached 31 percent. Now the number has risen to almost one in two.
- Eager for the new normal: In current times, six out of ten people said they were eager to get back to normal.
Given this scenario, it is clear that for brands to succeed in the business world, they will need to have more than just products.
This trend is actually not new. For several years now, marketing strategists and their brands have been seeking to deliver more than just empty products and services to consumers.
The pursuit of purpose would have become a visible and widespread trend. The pandemic and the consumer needs it left behind only strengthened this premise and even gave it a much more consistent turn.
According to an investigation signed by the consulting firm Deloitte, 79 percent of consumers recalled cases of brands that responded positively to COVID-19 to help their customers, workforce and communities.
People will be especially close to brands that serve a purpose. In this way, marketing must raise why the products exist and what is their mission of service to the communities, beyond satisfying a consumer need.
Given this, a new term has now been coined that could become the new keyword in marketing: Humaing.
According to an AdAge report, this term has been created by Mondelez, a firm that has thought of a new marketing strategy focused on the “human connection”, which is characterized by recognizing buyers more than consumers as humans.
“Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, taking Mondelez International beyond cautious, data-driven tactics and discovering what brings us all together,” states the The company, while referring to the need to stop creating “marketing for consumers”, the key should be to develop “connections with humans.”
In this way, Mondelez’s post-coronavirus strategy will revolve around three main axes:
- Listen, emphasize and adapt to the needs of consumers
- They will take internal measures in terms of diversity and inclusion to make their company more human.
- They will focus business development on people.
Although this is being done by many brands, the reality is that in the post-coronavirus era it should be the norm to reach a consumer that in a few months gave a radical change that was expected in decades.