During lockdown many consumers had more time to think about their purchase decisions. Based on additional free time, consumers read, researched and consumed more information about products than they would have done before. While having the time to absorb this amount of information is relatively short-term as consumers lives return to some level of normality, choices made and opinions formed during this period are likely to influence their purchase decisions in the years to come.
Before coronavirus, brands and retailers were already vulnerable to receiving bad press (some with foundation and others without), that was prone to spreading like wildfire based on instant information available through numerous social and media channels. Although no brand or retailer can expect to be seen as squeaky clean all of the time, coming out of lockdown consumers will want to support brands and retailers more than ever who they believe are authentic and stay true to their values.
However, it is important to remember that consumers are not fools and with a renewed focus on doing the right thing they are setting the bar high. Where consumers see actions by brands purely as a PR exercise rather than through real purpose, they will quickly be exposed. So it is key in a world of more considered consumption that brands and retailers stay true to their values and reassure consumers of their authenticity.
Consumers generally don’t expect brands and retailers to deliver what is unrealistic, but they do expect brands to genuinely do what they can, and most importantly do what they say.