Survey: Brands adaptive to new normal create lasting impression

Marketers will need to pay close attention to customers and continue adapting strategies to address different groups

by LYDIA NATHAN/ pic credit:

THE impact of the Covid-19 pandemic and its lockdown restrictions has a significant impact on shopping habits and brand interaction among consumers in Asia Pacific (APAC), the Consumer and Marketer Outlook Survey Report by Adobe Inc revealed.

Adobe MD for South-East Asia Simon Dale (picture) said the outbreak of this pandemic accelerated a huge shift in consumer behaviour and habits.

“It is clear from the results of the study that brands which are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance, while helping their customers feel truly supported,” he said.

Dale added that marketers will need to pay close attention to customers and continue adapting strategies to address different groups.

The study surveyed 4,001 consumers and 1,200 marketers in selected APAC countries this year, where it showed a large number of people still prefer brick-and-mortar stores, indicating it is not the end for physical stores for the time being.

About 70% respondents still preferred purchasing grocery items in person, while 47% opted for home delivery and 17% relied on kerbside pick-ups.

The survey said across all product categories, the younger generation and urban residents preferred the home delivery method.

“The older generation still liked in-person shopping and among all the countries surveyed, consumers in Australia were more likely to favour in-person shopping across all categories,” it said.

Over the lockdown period, 58% of consumers increased the frequency of online shopping and 74% showed interest in changing future shopping habits with Indian and Singaporean consumers showing the strongest intention.

“Unsurprisingly, younger generations were more likely to cite an intention to change future shopping habits, while older generations preferred to maintain status quo,” the survey said.

The survey also revealed the impact of this pandemic showed in people’s everyday lives, noticeable in concerns that arose.

“More than three-fifths of consumers or 67% expressed concern on the overall impact of the pandemic. About 73% of people were concerned about personal health, 40% of the concerns were regarding job stability and 36% were concerned about the overall economy.”

“Millennials expressed the highest concerns at 72% compared to Gen Z (58%), Boomers (62%) and Traditionalist (48%),” Adobe said.

Meanwhile, the survey also found there was a growing social consciousness in staff treatment, with 54% of consumers saying brands were doing enough to ensure staff wellbeing.

“Brands still have a long way to go but among the younger generation, attitudes are polarised on this issue with Gen Z typically ascribing less importance, while Millennials ascribed more importance to treatment of staff,” Adobe said.

Consumers also felt brands should proactively offer help or provide special offers to consumers at this time.

“This sense of duty among marketers is strongest in China (94%) and India (94%), and the weakest in Australia (82%). In the US, close to four-fifths (78%) of marketers surveyed say brands have this duty,” it noted.