Amid the chaos of a pandemic, brand leaders and marketers will need to put emerging technologies to the test while moving through supply chain disarray.
Lengthy lockdowns have affected consumer mindsets, meaning that marketers have to adapt and understand new behavior patterns.
Environmental concerns are higher than ever, meaning that consumers will likely hold brands accountable for their actions.
Given below are consumer trends that will affect the future of marketing.
Customer-centric approach
Nowadays, customer interactions can have a decisive impact on loyalty and trust. Customers are re-evaluating their purchase decisions which may have a significant impact on employee and customer retention.
In 2021, a study revealed that 74% of consumers are more likely to buy from brands that have expressed concern and provided excellent care for customers during the pandemic.
The Metaverse
The metaverse, with its platform reinventions will become inescapable.
This year the brand applications might not be too refined , but it could produce lessons for companies, if and when the tech frontier realizes its potential.
Some brands will make acquisitions that will lean onto existing strengths. The marriage of the real and the virtual world has a long way to go.
Seamless Omnichannel Experience
There has been a rise in the trend of omnichannel shopping. Consumers are habituated to interacting with businesses on multiple devices.
Whichever device or channel a customer chooses to use, they expect the experience to be rewarding.
To give customers an omnichannel experience, brands need to focus on creating cohesive experiences. Marketing, sales, and customer service need to work together to provide experiences that customers expect.
Cookieless Future
Removal of third party cookies will impact everyone, including digital advertisers, internet users, and publishers.
This will also have repercussions on audience sizes and targetability. The future of cookie removal is uncertain.
Companies’ understanding and usage of data will need to change dramatically in order for them to ensure that user privacy is prioritized.
Brands, meanwhile, should review their cookies. Having a clear understanding of the marketing reliance of a brand on cookies will help a brand assess any potential impact of removing them, as well as possible solutions.
Sustainability
Consumer trends reveal that sustainability is a key consideration for a variety of consumer segments when they are making their purchase decisions.
Consumers are increasingly concerned about their environmental and ethical sustainability.
This consumer trend is increasingly gaining momentum with 85% of people changing their purchasing behavior towards more sustainable products and services over the last five years. It is important for consumers that a brand is environmentally responsible. Consumers also prefer brands that support recycling.
The pandemic has made people more aware about sustainability. There are different attributes of sustainability, be it banning microplastics or being vegan. It’s not only climate change, but also social issues and the way companies do business that matters to consumers.
Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.
