As we stay glued to coronavirus updates, it's clear that all eyes are on the pandemic. But until life resumes some sense of normalcy, how can brands better cater to people and create genuine emotional connections? News LIVE's webinar looks at want we want and need in this evolving landscape. Featuring Shazia Ginai, CEO of Neuro-Insight UK, and Matthew Busby, UK marketing director of Just Eat, it offered some vital insights into a post-COVID-19 world and the need for emotional marketing from brands. Here are some key takeaways:
Read the room and champion with empathy
Some brands have been hesitant to address this health crisis. In the absence of 'business as usual', there's an opportunity for brands to do some good and be emotionally relevant to their audiences. As our Vox Pop shows, people are reacting to the impact of COVID-19 with a range of emotions – from anxiety and worry to positivity and hope, often within the space of a day. Identifying the feelings consumers are facing is key in creating an authentic human experience between brands and consumers. By showing care and relevance to consumers, brands can insert themselves into “the forefront of consumers' minds,” says Shazia Ginai. Kraft Heinz Canada, for example, has demonstrated this by donating its ad space to help local businesses struggling during the pandemic.
Tell stories with real emotion
What’s a distinctive way brands can connect with people? Emotion. With 78% of people feeling that brands should help them in their daily lives during the pandemic, it's imperative that brands step out of their comfort zone to create narratives of hope and positivity. People connect to stories that are authentic and relatable and this will be key for brands if they want to build trust with their audiences. As Ginai explains, companies shouldn’t be “aggressively selling to people” but should have an impactful story to tell. Brands can be modern-day storytellers in a crisis and “the emotion is important because it allows brands to become part of the inner circle of the consumer.”
Present a united front
From neighbourhood Whatsapp groups to HIIT classes on balconies, the possibilities for forming community are endless and brands can help build and support them. It's a case of doing away with the concept of 'us' and 'you' and instead creating a united front. Just Eat's Matthew Busby says forming a community is important as people want to feel less alone during uncertain times, with positive brand messaging and relevant content a possible solution to helping people feel understood. From Nike’s hopeful campaign to Zappos' ‘Say Anything’ hotline, brands are using their platforms to help people cope during the crisis.
Help people find happiness in the little things
Remember the saying ‘you don’t know what you have until it’s gone'? Many of us could be experiencing this sentiment, as once-mundane activities like getting a daily coffee or a monthly haircut have become non-existent. During the pandemic, human needs have been unmet but food and the ceremony around it has become a lifeline in maintaining normality. According to Just Eat, customers are having their dinner two and a half hours earlier, which is likely due to a decrease in commuting hours but could also signify that families are eating together more regularly. They’re also ordering more food. And with a 36% increase in dessert orders, diners are also enjoying treats where they can during quarantine. As people pivot to a new normal, their purchasing decisions are often acting as a way to restore some feeling of pre-pandemic normalcy.
Want to learn more about how to navigate rapid changes to purchasing behaviours due to COVID-19? Sign up here to join our Pandemic Culture commerce masterclass with two international leaders in consumer behaviour, Joe Pine and Rhavi Dhar, on Thursday 7 May at 4.30pm.
Karen Muleba is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree from the University of the Arts London and has had work featured on The Psychology Of Fashion. Outside of work, you'll find her at her favourite music gig or finding inspiration at a creative event.
