But what next? What does the UK want from brands now?
If you want exclusive access to our report about the nations changing behaviours as lockdown begins to lift, with stats from July’s CGA BrandTrack then get in touch with our audience team on email@example.com. Our client services director Pippa has outlined the headlines below…
Restaurant and bars have reopened, some of us are going back to the gym, and you might have even booked a holiday.
But what now?
We still don’t know what effects the covid pandemic is going to have on the world we live in, and with 77 percent worried about a second peak, we know there’s still the potential for everything to change (again).
We are working with consumer research experts CGA to pull together stats to let our clients know what to expect, and after the first set of research conducted earlier this month – what are consumers thinking now?
As things return to the ‘new normal’ we found that 70 percent of consumers are more likely to engage with brands who offered their services during the Covid-19 crisis – such as producing hand sanitiser like our client Zymurgorium, or donating meals like the brilliant Eat Well MCR. Attitudes are changing, and consumers aren’t just interested in glossy ad campaigns and instagrammable venues – they want to spend their money with brands who have real values.
Since April, consumers financial related concerns have slightly dropped, with 10 percent less people worried about the financial implications or their job security, but even with financial concerns, in June over half of GB had ordered food delivery from bars, restaurants or takeaways. It’s not just food that we’re spending our cash on though, almost 1 in 10 were treating themselves to more expensive drinks brands at home and most of these will continue to do so when they go out.
It is clear consumers habits have, and will continue to change, both in terms of their lifestyle and spending habits. Health is becoming much more of a priority, with consumers thinking more about exercising and healthy foods, and 23 percent drinking less alcohol than usual. The majority of consumers are continuing to make lifestyle changes to protect their health, with 79 percent still social distancing, 78 percent washing hands more often, and 64 percent staying at home.
When eating or drinking out, consumers are still getting used to new social distancing measures but it’s clear from the findings that trust in the venue will be an important factor when deciding to eat or drink.
The work businesses have put in place throughout the crisis will continue to return dividends, as people plan to keep making restaurant quality food at home, buying from suppliers directly, and trying new brands.