Last year, the world changed forever. As the pandemic took hold, daily life was restricted to smaller circles of family and friends, digital experiences proved paramount, and new social rules impacted how we all interacted and connected. Now approximately 18 months later, the vaccine rollout has led to a decline in COVID cases globally, with the week that ended June 6 being the lowest for new cases since mid-March. While the pandemic is still significantly affecting some countries more than others, in general, there’s a feeling of renewed energy as we head into the summer. This means consumer behavior is once again changing but this time, it’s good news for brands.

Behaviors change, but digital remains key

There’s been a lot of talk of a coming “Roaring ’20s.” The last Roaring ’20s was a period of economic boom, social change, and imbibing in a multitude of vices sparked after World War I and a deadly pandemic, the Spanish flu. The similarities between then and now are significant and many think that as we reach the end of the COVID pandemic, we’ll begin our own period of economic prosperity.

As marketers, we should brace for the coming wave of consumerism and changing behaviors. Industries such as travel, dining, and entertainment — those hit hardest during COVID — will likely experience some of the greatest gains as consumers will be itching to enjoy the things they once did pre-pandemic. That said, while brick-and-mortar stores and spaces reopen, we shouldn’t ditch the digital investments accrued throughout 2020. Consumers won’t abandon online shopping completely; in fact, many say they’ll continue online shopping even as the economy reopens — they’ve become used to the convenience of it and won’t want to go back.

Instead, changing behaviors will reprioritize where consumer dollars go. They’ll focus spending on in-person experiences and connecting with their friends and family — spending to make memories instead of to obtain things. People’s priorities will change as the pandemic ends and life returns to a (new) normalcy.

Evolving to build consumer trust

We can’t simply go back to normal in how we market to consumers as we once did pre-pandemic. Five key changes will impact marketing moving forward:

Consumer trust has an entirely new meaning today than it did in 2019 — one where consumers don’t just need to trust that products are high-quality, they need to trust that brands have a higher purpose than just making money. Brands that support and enrich their communities will earn consumer trust and flourish.
It will be important to make your brand’s stances clear. Align with evolved consumer ethics, focus on diversity in your employment and advertising, and don’t straddle the fence. Your products and messaging should showcase your values, but actions always speak louder than words: messages of support for diverse communities fall flat without real activities in place.
Along the same lines, authenticity is valued higher today than ever before. This means your brand should understand the current climate and take society’s values into account, but it should also be authentic in its personality based on its customers.
Messaging must change if it hasn’t already. Get rid of the “unprecedented times” and “unusual and difficult circumstances” phrases. This part of COVID is likely behind us, and even if another surge does occur, it’s clear these phrases are overused. Incorporate themes of abundance and human connection in your messaging — themes that reflect the current times.
Remain focused on digital transformation. Online shopping and digital experiences are here to stay, even if it means in-person experiences have a hybrid, digital component.

Thankfully, the “new normal” is finally on the horizon. As consumer behaviors change to meet our new normal, brands must as well. Build a foundation of consumer trust with marketing tools and tactics that prioritize authentic, human connection.

If you’re interested in learning more about the critical marketing reset that took place post-pandemic, check out The Reset, a podcast and video series I host.

How to support the changing customer journey post-COVID

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