{"id":179,"date":"2021-01-19T08:00:10","date_gmt":"2021-01-19T13:00:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/01\/19\/what-brands-need-to-know-about-their-audience-post-covid\/"},"modified":"2021-01-19T08:00:10","modified_gmt":"2021-01-19T13:00:10","slug":"what-brands-need-to-know-about-their-audience-post-covid","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-brands-need-to-know-about-their-audience-post-covid\/179\/","title":{"rendered":"What Brands Need To Know About Their Audience Post-COVID"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Max Wiggins, Insight and Innovation Lead at <a href=\"https:\/\/verj.co.uk\/\">VERJ | A LAB Group Agency<\/a><\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We don\u2019t need science to tell us that the world has irreversibly changed since the coronavirus entered our lives. Shifts in the environment have naturally created shifts in our psychology and behaviour, and it\u2019s made the common phrase \u201c\u2018you want what you can\u2019t have\u201d seem ever more poignant.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here at LAB, back at the beginning of the first nationwide lockdown, we used Comparative Linguistic Research to delve into the brain of hundreds of thousands of Twitter users. We selectively looked at tweets where people discussed desires and frustrations.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The first lockdown undoubtedly produced an undercurrent of widespread cravings among the UK population, with thousands of tweets confessing \u201cI just can\u2019t wait to\u2026\u201d as a prefix to any activity we freely enjoyed in a pre-COVID world. But lockdown also magnified and accelerated people\u2019s frustrations, driving (in some cases) people to the point of no return with final-type statements such as \u201cI will never understand\/forget\/buy\/use X again.\u201d<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Knowing about such anomalies in sentiment and subtle transformations in consumer habits offer a treasure trove of insight that brands would benefit from unlocking.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The rise of decluttering <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Thousands of people\u00a0across the UK decluttered their homes during the first lockdown. The newfound abundance of time at\u00a0home gave people the opportunity to tick off all\u00a0the jobs previously pushed down to the bottom of the priority list.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As people have been affected by this \u2018cleaning introspection mode\u2019, other complementary home habits might be picked\u00a0up without friction going forward. New behaviours might include\u00a0craftsmanship, cooking and gardening. Strategies can be shaped to ride the wave of these new\u00a0behavioural habits. To give an example, recycling and\u00a0waste-reduction campaigns would no doubt achieve\u00a0vast success moving forwards.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Companies in the homeware industry would benefit from signposting the cues that trigger this\u00a0introspective-tinkering behaviour as it has inevitably stayed with us post-lockdown. Framing marketing strategies in this way will no doubt\u00a0result in an uplift of sales as consumers want\u00a0to relieve the stress tied to the incomplete\u00a0tasks that they have put off for too long.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Interestingly, the decluttering behaviour that we have witnessed may symbolize a wider movement towards minimalism.\u00a0 The inability to interact socially with others may have led to a fall in people\u2019s perceived social pressures. Lower social exposure naturally comes with lower social judgment. It could be inferred that consumers may gradually learn that they need and even want less stuff to be happy.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Emerging distrust for the media and anger for the unknown&nbsp;<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">A lack of clarity and explanation from media and political members during the first lockdown resulted in people\u00a0experiencing widespread frustration and even switching off from particular news outlets and reporters. In fact, they were twice as likely to mention \u2018journalists\u2019 and \u2018stopped watching\u2019 in final-type twitter contexts.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These findings from the last few months tell us something incredibly useful about the nation\u2019s psychology during the lockdown. More than ever before, people want openness. We hate being in the dark and unclear about the news we are hearing. These frustrations are so high that people \u2018will never\u2019 go back to their normal habits, such as watching Good Morning Britain.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Lack of clarity, bias and misinformation has tarnished the once gleaming perceptions enjoyed by many individuals in the media and indeed media businesses themselves. Crucially, the data shows us that obscurity between people\/companies and their actions can bring about a strong torrent of frustration.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Trust levels for the media are at rock bottom, and this means that individuals don\u2019t want to feel unclear about their recreational habits. This is why customers may require extra sources of assurance from the one thing they can control: their spending habits. Companies will have to carefully adapt their marketing, design and communications using behavioural science to rebuild the toppling wall of consumer confidence.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Looking forward to surprises is a thing of the past<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Prior to coronavirus, people tweeted profusely about how\u00a0they couldn\u2019t wait for a number of things, both for future time-frame markets (e.g. March, April, etc.) and unexpected\/surprises, with people mentioning phrases like \u201cI can\u2019t wait to find out.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we discovered from earlier insights,\u00a0people detest uncertainty and the unknown. It then\u00a0makes sense that the future looks distinctly foggy currently, people may be less excited for future\u00a0dates on the horizon. As a result, fewer people are planning surprises now than pre-coronavirus, and potentially\u00a0explaining the observed drop in positive sentiment in this area.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But what are the effects on well-being of not having anything to look forward to or discover? People are buying more online because they cannot shop in-person. Compared to the same first-quarter last year, Amazon\u2019s revenues were up nearly 22%, working out at a stonking $10,000 every second. Might the absence of authentic serotonergic future surprises be filled by immediately gratifying substitutes in other places too? Think of the rise of TikTok at a time when we cannot see people in real life.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Are we seeing a movement from slow, built-up experiences (and advertising) to fast, quick hitters? Is this a cultural leaning\u00a0towards more immediately gratifying things resulting in wider production of immediately\u00a0gratifying marketing\/advertising? Will this over time alters\u00a0our brains\u2019 reward centres to crave more immediately\u00a0gratifying things? And could\u00a0this be a closed loop that we see over the next few\u00a0decades?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Companies must consider what the data here is telling us about how people appear to have fewer things to find out in the future. Introducing the act of digital discovery may fill the void that customers once couldn\u2019t wait for. Dissolve to reveal digital features or countdown email presents and offers might prove fruitful in restoring people\u2019s excitement for surprises that were once expressed pre-coronavirus.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Audience behaviours have shifted greatly because of the coronavirus pandemic. People want things immediately. They have decluttered and have few things to look forward to. All these insights were discoverable through comparative linguistic research, shedding light on the nation\u2019s state of mind. The better you know your audience, the better you can serve them and gain a market lead. With the right use of innovative research, it\u2019s possible for brands to pull ahead in that race.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Shifts in the environment have naturally created shifts in our psychology and behaviour, and it\u2019s made the common phrase \u201c\u2018you want what you can\u2019t have\u201d seem ever more poignant.<\/p>\n","protected":false},"author":7,"featured_media":180,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Brands Need To Know About Their Audience Post-COVID | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-brands-need-to-know-about-their-audience-post-covid\/179\/\" \/>\n<meta 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