Covid-19 Recollections Set to Foster Brand Links with Shoppers
The pandemic of 2020 and 2021 has left an indelible mark on the world, and this is particularly true for consumers. The experiences of these challenging times are likely to lead to long-term changes in consumer behaviour and preferences.
Brands are recognising this shift and are taking steps to modernize and humanize their approach. They understand that the memories consumers are likely to have following this period of upheaval are significant and should be factored into their strategies.
This modernization and humanization are not just cosmetic changes. Marketers are looking beyond customer sentiment, activities, and context, and instead, focusing on the enduring hardships and struggles of 2021. They are considering the potential long-term effects of the pandemic on consumers' perceptions and decisions.
Prominent German companies are at the forefront of this trend. Major automotive manufacturers, such as those showcased at IAA 2025, are focusing on technological leadership and sustainable production, positioning themselves as 'made in Germany' leaders. Companies like Raab Karcher and STARK Deutschland in construction supply have modernized their customer-focused services and infrastructure post-pandemic, providing a clear example of this shift.
The pandemic has introduced unique challenges for brands, and they are rising to meet them. Marketers are seizing the opportunities presented by these memories, using them to chart their next course and connect with consumers on a deeper level.
In the coming years, we can expect to see more brands adopting this approach, as they strive to understand and respond to the significant impact the pandemic has had on consumers' lives and decisions. This shift promises to reshape the landscape of marketing, making it more empathetic, personal, and forward-thinking.
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