Study on changes in Valencian consumers caused by COVID
A study by Kártica shows how COVID has changed the motivations and purchasing patterns of Valencian consumers.
Aimed at brands, companies and communication agencies to adapt their values, arguments and lines of communication and get the attention of consumers who have acquired new motivations.
Consumer behaviour has changed and will never be the same as it was before the pandemic. The marketing consultancy Kártica has followed the evolution of the Valencian consumer since its beginnings and has detected how the main motivations to spend and to adapt to the new way of life have changed in a study published under the title of “Postpandemic Consumer Insigths“.
This study was carried out, with the focus group methodology, among Valencian consumers, has detected the new predominant motivations among buyers, which must be taken into account by brands if they want to connect with the needs and aspirations of their customers.
From the study, carried out at a time when, thanks to mass vaccination, we all saw the end of COVID-19 closer, Enrique Pernía, director of Kártica, highlights that the consumer has become aware that “freedom will be the new currency” and the perception that from now on we will have to accept things that, even if we are not entirely convinced (controls, tests, vaccinations), we must accept anyway. The expected benefit is to feel greater freedom in other aspects of our lives (travel, meetings, events, greater normality, etc.).
Solidarity and commitment as a requirement
Consumers have once again placed their trust in local businesses. It is an expression of two motivations, the first is that consumers have had no choice but to rediscover it because of mobility restrictions, but they have also seen how either their consumption helped someone close to them or how the local merchant helped other people. In this regard, there is an increased preference for small brands over large global brands.
This ties in with another important motivation: brands that are not backed by a genuine social purpose are beginning to be rejected. The consumer detects opportunistic attitudes and lack of solidarity and is less willing to ignore them than ever before. This trend is already being taken into account by beer brands that show off their support for the hospitality industry, banks that go from talking about patronage of culture and art to helping individuals, and companies helping food banks or buying health supplies, but also incorporating messages of equality and tolerance in their communication.
The term “responsible consumption” has more meaning than ever, it is incorporated into purchasing patterns and any infringement by companies against their commitments to society or the environment is rejected, but also poseurism and greenwashing are being detected and penalized. The brand is seen more for what it does than for what it sells.
Rejection of fear and adjustment to the new situation.
Consumers are aware of the risks of COVID, but reject the omnipresence of the issue in the media, especially the message of fear that they perceive as prevailing. They are also more reluctant to believe the versions of reality offered to them by the media and public authorities.
A year ago, the most common perception was that the situation would pass and we would return to something very similar to the previous normality. However, today most people have lost their fear of instability and face the changes with a willingness to adapt, but aware that many changes are here to stay and we expect to see even more to come.
A general feeling has set in that we have to accept impositions that we do not like in exchange for enjoying others (greater mobility or gatherings, for example). As consumers are aware of external control, they now care more about things related to that control, such as the use that can be made of their personal data, especially in health-related aspects.
Isolation has affected socialization.
People want to meet again, but say they will be much more selective, have discovered the importance of those close to them and have moved further away from those who have remained far away.
The positive side of isolation is that people perceive that they have increased their ability to take advantage of new technologies for shopping, communication, leisure and work.
This study closes the “insights in times of COVID” trilogy, which began with a mid-confinement study, a second post-confinement study, and this final post-pandemic study that is now available
If you would like to download the complete trilogy of studies please click on these links:
First Study: New Covid 19 Insights Study
Second Study: New Insights of the New Normality Study
Third Study: New Insights Post Pandemic Study
You can also read this article at El Periódico de Aquí