Consumers are actively looking for brands that can provide joyful experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2020, 1:13 PM UTC

Emotive Technologies' report looked at consumer attitudes during the COVID-19 pandemic.

With consumers' attitudes are evolving, customers are now more emotionally invested in brands than before. They want to engage with brands that can deliver joyful experiences by carefully listening to them, providing small moments of delight and supplying causes for optimism.

While men prefer brands that can demonstrate the traits of ease and familiarity, women want more personal connections and demand follow-throughs. Consumers are also demanding more innovations from the traditional retailers, as 32% of respondents said they would shop more online after the pandemic ends.

The report also states that 69% of consumers also want leadership from brands in the future. Marc Whitehead, CEO of Emotive Technologies, said brands should understand consumers' evolving attitudes to build long-term trust and loyalty.

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