Planning for 2021 has become a mystery as the pandemic continues to bring countries around the world back into lockdown. Brands are doubling down on their digital marketing initiatives. But before we can all put hardline strategies in place we need to consider how consumer behavior is reshaping. 

What worked in 2019 and even in early 2020 won’t carry over to next year. Businesses are coming up with creative ways to continue to market and stay relevant. We will continue to see brands leaning heavily on influencers and social media marketing. So it means that understanding consumer behavior in the “new norm” will be crucial for brand growth and sales. 

As PR pros, consumer behavior will affect the way we tell stories and create campaigns for the future. Here’s what you need to know about consumer behavior for 2021: 

Value Spending 

Now more so than ever consumers are weighing heavily on where they spend their money. Consumers will look to brands that have a value system that aligned with theirs, they’re looking to see what actions brands are taking when it comes to social issues. 

Ernst & Young’s survey shows that 59% of surveyed consumers are likely to shop more locally in the long term. In addition, a recent Consumer Index Report by Suzy Consumer Insights shares that 65% of consumers are more likely to support a brand that cares about the same social issues they do.  

Health & Safety 

This isn’t a surprise, as COVID numbers fluctuate throughout the world, this is going to be something that consumers will place importance on- health and safety. 

Consumer Index Report by Ernst & Young reports that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks. Fifty-seven percent say they now pay more attention to how healthy the products they buy are for them.

Humanizing Digital 

Today the human experience is now replaced with digital experiences. Websites and social media platforms have now transformed into storefronts, it’s the first place where consumers will be introduced to your brand. The key is going to be figuring out how to personalize the digital experience for your customers. 

Shopping With VR & AR 

Customers are willing to utilize new technology before they commit to a purchase. Warby Parker is a great example. The brand has a “virtual try-on” option in the app for customers to try on glasses before they purchase. 

Data Sharing 

Customers are becoming increasingly more comfortable with sharing their data as long as they know it’s used responsibly. Ernst & Young reports 53% of consumers are happy to make their personal data available if it helps to monitor and track an infection cluster. This new level of trust and responsibility is leading businesses to practice increased transparency between consumers and brands.