Partly due to the impact of the corona pandemic, consumer behavior has changed. Of the eleven types defined by Euromonitor’s research, two stand out: The Self Care Enthusiast and The Empowered Activist. Clemmentijn Treinen, Commercial Director Microsoft Advertising, sheds her light on this on EDAY.
Corona has changed our purchasing behavior enormously. Luxury shoppers shifted their focus from the brick-and-mortar store to almost entirely online overnight. A new breed of traveler – the digital nomad – emerged as workers were liberated from their offices. But activism also took on a new face as people stood up for civil rights and started voting with their wallets.
You could call it the conscious consumer. One focuses above average on health, work-life balance and the family when it comes to purchasing behavior and brands, the other finds inclusivity, sustainability and local important.
Two types seem to matter: The Self Care Enthusiast and The Empowered Activist. The Empowered Activist or Powerful Activist is a consumer who only buys from brands that align with their values. For example, who look for environmentally friendly, minority-oriented brands. This shopper attaches great importance to authenticity.
It is a group that does an enormous amount of research into company profiles, but they are also very loyal at the same time. “They take a little longer to find the product, but they are steadfast in their choice. It is not a consumer who goes for the cheapest price,” says Clemmentijn Treinen.
The Self-Care Enthusiast emerged during the early months of the pandemic. The uncertainty and fear, combined with political and social unrest, created stress and anxiety for many. They went into self-care. They are often looking for new diet tips, fitness ideas and ways to better reconcile work, school, life and leisure activities.
Self-Care Enthusiasts are also masters of switching between work and life during the day. Therefore, they expect to get information quickly and have a seamless digital experience across multiple devices.
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Source: Nieuws – Emerce by www.emerce.nl.
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