How Advertisers Can Cater to Pandemic-fuelled Consumer Needs

Photo by Toa Heftiba on Unsplash

We have now spent a whole year, and some, in a pandemic. Living through a crisis of such large proportions for such an extended period is bound to change some aspects of one’s life fundamentally. A lot has happened in the past year. People have had the time to reconnect with friends and family; they’ve even reconnected with their inner demons and aspirations. Spending some forced alone time has given people a perspective on what matters. They learned to put themselves, their health, and their loved ones first. We’ve stepped into this year fatigued, with more grey hair, a disdain for jeans, a renewed appreciation for empathy, and a lot of clarity about what we care about.

So, if people didn’t care about advertising before covid, they care even less now. They do want brands around, but they don’t care much about what brands have to say. Since the rise of the attention economy and the realization that GenZ needs to be taken seriously, industry experts have been saying that brands need to change the way they advertise. The usual recommendations for new-age advertising like the need for authenticity and engagement over interruption, are still relevant. But brands today also need to take notice of some pandemic-fueled shifts in their consumers. The consumer today is more sensitive, no-nonsense, fatigued, and in desperate need of respite.

Marketing professionals have begun using the optimistic phrase “post-pandemic” and started their regular advertising efforts. They have moved beyond the covid narrative and are advertising the same way they used to before covid. There is certainly merit in not addressing the deadly elephant in the room. But there are some brand and advertising strategies that emerge out of pandemic-fuelled consumer needs.

Entertainment is priceless. More than ever, people have a perennial hunger for stories and content that draws them in, makes them laugh, and helps them forget or escape. OTT subscriptions increased by 60% during the pandemic, and the popularity of TikTok rose both as a content platform and an advertising medium. Advertising, in its best form, is just great content. If a brand can make an ad that is liked and evokes the instinct to share, that brand becomes an organic part of people’s lives. That’s the reason that the recent Cred ad showcasing Rahul Dravid having a tantrum went viral.

Tell your behind-the-scenes story. Post-covid consumers have a heightened awareness of what goes into the products they are using. Sustainability and ethical purchases are more of a concern for consumers today than pre-pandemic. Ingredients in food and skincare products, the base material used in cooking tools, the material of shoes and apparel — these are the things that might have gone unnoticed before but are getting consciously consumed in every household now. Consumers want to know more about how you’re sourcing your products, what’s in your product and what’s not — so help them understand it better.

Back to basics: Availability, consistency, and convenience. People have dealt with many inconveniences in the past year, and the brands that have made life easier are the ones that have earned consumer loyalty. The kinds of brands that have thrived in the past year are delivery brands, online service providers, and content apps. In times like these, superior service, consistent product quality, and convenient delivery are the drivers of brand salience and advocacy. Swiggy is an example of a brand that has nimbly adapted its business model by “being there for anything the consumers needed right from sanitizers to pizzas” and creating advertising that reassures people about safety and other product benefits.

Be selfless in your purpose. Purpose-driven advertising has been touted as the winning brand strategy over the past few years. But purpose needs to be more than a differentiating strategy. It’s not about taking a moral high ground; it’s about showcasing empathy, sincerity, and humanity. It’s about putting your money where your mouth is — even if it comes at the cost of single-minded brand promotion. Covid brought rival brands together to fight for a common cause and brands need to continue proving their belief in something bigger than themselves. Dove is a great example of purpose done right, as it recently announced that it will pay other brands to diversify talent in ads.

Don’t use fear as a communication plank. As brand managers and creative professionals, it might be tempting to capitalize on the fear of disease and death, to showcase your brand as the saviour. This approach is ethically dubious and potentially illegal. Even if your brand does solve real health and hygiene-related problems, there are more empowering ways to tell your story. And if your brand has nothing to do with coronavirus, you are being blatantly opportunistic and ineffective like this Spaces ad. The Pharmeasy ads are admirable because despite being a pharma brand, the ads fought the temptation of solving covid anxiety. Instead, they made some relevant product promises like discounts and doorstep delivery in an entertaining way.

Consumers today seek empathetic brands that behave responsibly and deliver consistent quality, service, and delight. They can see through manipulative and insincere brand messaging. This shift isn’t new but has gotten accelerated during covid. Just like consumers have come to appreciate the people who can be relied on during the tough times, they also appreciate the brands that make life lighter, better, and easier. This is an opportunity for brands to rise to the occasion and gain long-term trust and loyalty.