The COVID-19 pandemic has changed the way our world functions in almost every way imaginable. As we approach the one-year mark of social distancing, quarantining, working from home, and digital learning, we’re beginning to realize that many of the changes made to our daily lives may be here to stay. Let’s take a closer look at some of the social trends that will affect your brand’s PR messaging in 2021 and potentially, years to come.
Emphasis on Health and Safety
It goes without saying that consumers are purchasing more health-related products, like hand sanitizer and supplements. However, consumers are also highly interested in brands that they perceive to be safe and provide health benefits.
A recent Consumer Index Report by Ernst & Young shows that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks and 57% say they now pay more attention to how healthy the products they purchase are.
So how will this affect your brand’s PR messaging strategy? To effectively reach this audience, communicate how you are prioritizing the health and safety of your staff and consumers. Take this opportunity to craft your PR messaging to be direct about what you’re doing and any key benefits of your brand or products.
Political tensions and social issues have increased value-based spending amongst consumers. Not only are people wanting to purchase goods and services from local and small businesses, but also support brands that align with their core values.
The same Ernst & Young survey found that 59% of consumers are likely to shop locally in the long term. Additionally, a recent Consumer Index Report by Suzy Consumer Insights found that 65% of consumers are likely to support a brand that holds the same values on social issues they do.
If you’re a local business, take this opportunity to voice what you’re doing to drive change in your industry and community. If you’re not local, find ways to zero in on communities where you have a presence and support the social issues your company values on a local scale. This will help consumers connect with your brand and differentiate you from your competitors.
Digital Experience = Human Experience
It’s no secret that people are spending more time on their devices. 90% of people in the United States to be exact. Since the start of the pandemic, people of all ages have transitioned to exercising, socializing, working, learning, shopping, and more online.
Brands can now assume that their digital channels and content are no longer limited to Gen Z and Millennials. Consumers are now accustomed to digital experiences such as buy online, pickup in-store, and virtual gatherings. Your brand’s website and social media channels are now the sole gateways to your brand or business. If you’ve been on the fence about investing in e-commerce or social media management services, now’s the time to take the plunge. Consumers are discovering and engaging with brands online and have high expectations for the digital content they consume. Brainstorm ways to create a more human experience through digital platforms.
Ready to reach your brand’s full potential? Learn more about how The PR Boutique can help you develop your PR messaging, reach new audiences and build your online or social media presence.