The COVID-19 pandemic and Black Lives Matter movement have influenced both businesses and consumers.
Recent research suggests that four key customer groups have emerged:
- Retro Reengagers (33%) just want everything to return to normal. They’re politically conservative, comfortable being out and about, against facemasks and don’t prioritize diversity.
- Cautious Questioners (25%) are almost the opposite. They’re cautious and feel uncomfortable in open spaces and close contact. They’re the most likely group to switch brands based on their handling of the pandemic and diversity and inclusion.
- Open-Minded Explorers (22%) want the world to reopen, but have new priorities as it does. They’re likely to switch brands depending on how they handle the pandemic and are influenced by social media and advertising.
- Worried Withholders (20%) are not easily influenced. They’re cautious, older and like their comfort zone.
What does this mean for you?
Any messaging built pre-COVID may need recalibrating to take into account where your target market(s) slot into the above.