Consumer behavior trends to keep in mind for 2021
With changes happening in 2020, it is no surprise that our needs to adapt go beyond just wearing a mask, washing our hands way more often, and reducing our international travel. The world has changed, and with that consumer behavior has changed as well.
We´ve gathered some trends we believe we, as PR pros, will need to keep in mind as the new year 2021 approaches. Yes, believe it or not, it is less than 75 days until Christmas already!
Safety comes first — needless to say, health has become the top concern for everyone around the globe. As brands, service providers, venues, restaurants, etc., emphasizing on providing safety measures for our consumers has become a serious priority. We, as PR pros need to keep this at the very top of our list when it comes to communicating and pitching to journalists, and when creating our strategies for clients, conveying safety measures the brand is taking to fight the current situation is a prime concern.
Online user experience and human connection online is a priority — increasingly we realize that most things we have been doing face-to-face and in-person all our lives, can be done via videocalls or online. And although this has been extremely helpful in countless ways, everyone also agrees that some interactions cannot be replaced by personal ones, which is why the pursuit to transform our online interactions more human is highly valued. Finding ways to create the experience more personal and human is also a priority these days.
Value-based spending and money-conscious — consumers are increasingly more aware and conscious of brand values, and what they each stand for, their mission, and how they are giving back. More than ever we are seeing these being decisive factors when decision making into completing a purchase or not. Consumers want brands to be transparent and to stand up to what they believe in. Communicating this clearly and consistently, especially with the current social, political, and health concerns around the world.
An example of a brand incorporating some of these new trends is IKEA with IKEA Place, an app that allows you to plug in different IKEA furniture and products in your own home with the help of augmented reality tech. With IKEA Place, the brand is enforcing customers stay home and safe from the virus but still be able to experience the furniture with new tech, making their online shopping experience more unique and personalized than ever.
As PR pros, by incorporating these trends into our communications strategies, we can use this opportunity of change to regain and build stronger relationships with our target and clients.
Do you know of any other trends we should keep in mind for 2021?
