Talking about the motivations of the post-Covid buyer at “A Todo Soul” with Ana García Rivera and Isabel Cosme.
Last month we talked at the Shoppening Club, the consumer section of the show “A Todo Soul“, where we talked about the new consumer habits and how the pandemic has affected our impulses and ways of consuming.
During the show we were able to share the great motivation we have at Kártica to get to know sectors, companies and, above all, people.
Focus Group sessions, in which we were interested in asking people about their fears, experiences, beliefs and needs, resulted in our Post-Pandemic Consumer Insights Study in which we discovered their current purchasing motivations.
The goal of all this is for brands to learn how to talk to people about their interests so they can connect with them. We are interested in their particular motivations, among which we highlight:
- “Solidarity and commitment as a requirement”.
Consumers have become increasingly aware and concerned in a more profound way than ever before.
- “Local commerce is here to stay in my life.”
An opportunity has opened up for local, artisan and specialized commerce. We must seize the opportunity so that the consumer does not return to that more excessive consumption in which speed is the main priority.
- “I start to reject brands without genuine social responsibility.”
Consumers have more access to information and are more aware of greenwashing. Now, they need to know and understand the true values and purpose of the brands.
Many times the concerns that brands have are mainly for themselves and their product. However, the motivational study recommends not to focus so much on oneself, but more on the consumers themselves, because if you take good care of them, you will surely obtain a loyal customer.
In short, it is not so much about the brands as about the consumer and his or her needs. Brands that understand and address these powerful drivers will establish themselves as the brand of choice for consumers.
If you would like to listen to the complete podcast please follow this link: