We have become accustomed to the disadvantages of a pandemic. That is why we pay more attention to our future, especially when isolation is lifted. The study, conducted on April 9-14, on the inhabitants of 5 European countries, despite some differences, clearly shows the main trends. The two most frequently chosen activities that the respondents will take after the crisis is: holidays spent in the country and more frequent leaving home (for food or to the cinema). The study also confirms the future importance of habits developed during the pandemic. From 26% to 40% of respondents declare that they will continue with new habits. This is a clear signal for all brands that now is the best time to create new habitsand to become part of thenew dailyroutine
For Europe, a journey into the future is China, which is much closer to the end of the lockdown. Research from mid-April by Publicis Groupe confirms the conclusions of the above study. The trip as a way to recover from social isolation translated into an approximately 250% increase in ticket reservations for June. Other data may serve as a forecast for Europe. 73% of consumers report a willingness to spend more money after the end of lockdown. New trends in planned purchases are also already visible. Consumers declare much greater emphasis on the quality and safety of the products, increased interest in the first car purchase, the higher number of beauty products and openness to try new drinks. This data is a good hint which categories should already think about planning their next communication activities, and on the messages, that should be included.
The starting point for brands in Poland should be focus on analyzing what consumers’ plans for the future.
Source: Toluna Global Barometer, Publicis Media „China Recovery”
