Brands must reconsider their marketing efforts, as most customers are re-thinking their values

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2020, 12:36 PM UTC

A study from Resonate states personal values among 29% of American consumers have changed.

This article states the impact of COVID-19 has led consumers to reprioritise their values towards more important factors like safety. With consumers being sensitive to values translating into action, brands must shift and alter their marketing efforts to align with consumers' new values.

According to the report, personal values of 29% of Americans have changed significantly during the pandemic. Values like safety and security improved in importance among 30% and 24.8% of Americans respectively. Values previously considered important (Pleasure, Humility, and others) saw less importance.

Companies like Coca-Cola are already recognising the shift in values and focusing on marketing messages like safety, security, and duty. The author contends empathy can help brands bridge the gap with consumers, even as values changes.

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