3 post-pandemic consumer behaviours that are here to stay

Alright look. I don’t want to talk about the pandemic as much as you don’t want to hear about it.

In my head it’s basically: been there, done that, blocked it out, moving on.

Unfortunately, so I’ve been told, that’s not how the world works. Apparently huge global and cultural phenomena have lasting effects or whatever. Eye rolls into another dimension.

If there’s one thing we can be certain about, it’s that our behaviours were significantly changed by the COVID-19 era.

The pandemic created an inflection point, changing the way we prioritised our spending, what goods we buy, and what our needs are.

Because let’s be real. The world after Coronavirus became a very different place. The big repercussions for globalisation, urbanisation, and foreign trade will take years — if not decades — to unfold. But in the meantime, brands can focus on better understanding the effects on consumer psychology and behaviour.

Now four years on, we can look at the behaviours we still exhibit from that time, and what’s likely to stick.

Starting with impulsive purchasing behaviour.

Now, I’m pretty sure this began for me far before sneezing became practically illegal. However, research shows that the pandemic dramatically enhanced consumers' impulse buying.

When Covid hit, the mass feelings of fear and loss of control caused people to find comfort outside of their regular routines. And what feels better than recklessly spending money on sh*t you don’t need? If there’s something, I sure as hell haven’t tried it.

Add in the fact that social media platforms like Instagram and TikTok – the places where we were spending most of our time - made it easier to shop. And guess what? 2 out of 3 consumers say they regret the purchases they’ve made there. (BTW, regret is a tell-tale sign of impulse buying!)

So, what does this mean for brands?

Obviously, I’m not going to tell you to capitalise on people’s regretful decisions when it comes to shopping. What do I look like, the devil?

However, we are ALL guilty of impulse buying. And brands are all guilty of encouraging it in one way or another.

You know that 'Sign up now and get 10% off your first purchase!' pop-up that you get on every fashion website ever? Yeah, that counts, too. By incorporating irresistible and well-timed offers into your ecommerce strategy, you can encourage effective and ethical impulse buying. You know, the kind that doesn’t lead to regret.

Next, more than ever, consumers are focused on self-improvement.

Being locked inside with our thoughts and habits was definitely something, huh? It’s no surprise that it brought unprecedented movements in the self-improvement and self-care sectors. With that, of course, came an increased demand for products in those categories.

Yoga equipment, for example, saw growth of 154%.

This trend certainly hasn’t slowed down since the pandemic has ended. In fact, the global wellness industry is expected to reach an eye-watering $64.7 billion by 2027.

So, what does this mean for brands?

Huh, you don’t have a wellness brand? Not to worry. Practically any brand can attach a wellness ritual to a product or service. For example, a coffee brand could offer a journal to jot down morning thoughts while sipping on a morning cuppa.

The majority of audiences in a post-Covid world are back to work, time poor and stressed tf out.

If your brand offers any kind of stress reduction, day-to-day routine, relaxation, or easy living – why not position this as self-care?

Lastly, purpose, storytelling and social good are more important than ever.

There was a huge drive toward community and community support throughout the pandemic. And that has stuck (for the better, I believe).

Brand authenticity and social values have, of course, always been important to most consumer. But now, they're central to customer perception.

A full one-third of consumers strongly agree that the pandemic made them reappraise the things they value most and not take things for granted.

Brands who reflect that sentiment are the ones who stay ahead.

So, what does this mean for brands?

Communicate your brand’s purpose through engaging storytelling. People want something to connect to, a reason to choose you over the competition.

Pro tip: place your company journey into the hero’s journey story structure and see where it lands – then create content with this in mind.

Okay, if you made it this far, I’m proud of you. Now that’s all said and done, I promise no more Covid talk. For now, anyway.

-Sophie, Writer