Monthly Media Trends — March
Which COVID-19-Related Consumer Behavior Shifts Are Here to Stay?
Once the COVID-19 virus was officially a global pandemic, Americans rushed to their grocery and retail stores to prepare. Once the coronavirus-induced panic dies down, there are thoughts on the potential of consumer behavior changing in the way people shop, consumer media, and how they regard the brands they do business with. “Will the American public revert back to return to their normal routines?”
Some obvious behavior pattern shifts such as an uptick in media streaming, an increase in ecommerce, and the reliance on food delivery services were already trending upwards; however, the self-isolation of the American consumers sharply increased these behaviors. Case and point, the coronavirus may influence the movie industry, changing their distribution operations from in-theatre to home streaming.
The most important takeaway is retail commerce and ecommerce. As consumer behavior increases through ecommerce, there is still an important aspect of tangible products. Although it is reasonably widely used before, it’s not universal for everything and everyone.
A Current List of Marketers’ Responses to COVID-19
This is just a quick snapshot of how businesses and marketers are responding to the current outbreak:
*Free Digital Products– brands are focusing on opportunities of capturing more consumer loyalty on conquesting competitors by offering free services:
— Dish Network’s Sling TV is providing free news and entertainment content amid the coronavirus outbreak.
— Popsugar released its new subscription fitness app early to get people exercising amid the outbreak. While Active by Popsugar will normally be a paid app, the company is offering the platform free for the foreseeable future.
— Mint Mobile customers have the ability to have free unlimited data until April 14, in order to support loyalists and new customers to stay in touch with their families and keeping the lights on with their streaming behavior.
— Philanthropy during Crisis — Alcohol brands are noticing the economic effects of quarantined and self-isolated consumers, especially during a key timeframe of St. Patrick’s Day — a major holiday that bars and restaurants rely on for an increase in traffic and revenue.
— Whiskey brand Jameson is stepping up to help support bartenders, a lot of whom are now out of a job due to bars closing for the coronavirus. They have announced its pledge of $500K to support the charity of the United States Bartenders’ Guild
General Mills Boosts Marketing Spending, Pushes for Appropriate Messages During COVID-19
General Mills has seen an uptick in U.S. consumers purchases many of their products from the cereal to pet aisle with their wide range of CPG products. The maker of Cheerios, Blue Buffalo Dog Food, and Old El Paso Taco Shells, products suited for at-home and longevity, has seen a surge in its orders from U.S. retailers and a large demand in the marketplace. General Mills is looking to push appropriate messages during this sensitive time focusing on this unique environment and advocating consumers to stop purchasing for the purpose of “hoarding” their products.
