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CONCLUSION
Pandemic Zeitgeist: how has trauma and negative societal issues created mistrust in high street brands?
Consumers have been through more trauma in the last year than many of them have in their lifetimes with the uncertainty of income and job losses as well as primarily being scared of COVID 19 and the loss of loved ones. It is important for brands to recognise the new consumer mindset and adapt quickly in order to live up to the consumer’s expectations. 2020 has also been a year in which there has been many societal issues at the forefront of people’s minds and this has led to people mistrusting that brands have their best interests at heart.
This conclusion was reached firstly by using a focus group of Millennials. Millennials were used as it was concluded that they (especially those who lived alone) struggled particularly with the pandemic.
Eight people were interviewed and they gave their opinions on two main topics; how they had felt throughout the pandemic and consumerism and brands in general. The main interview which initiated a majority of conclusions was with a PR professional for a major high street brand which was conducted on zoom. It was important to ensure that a therapist’s input was given especially for chapter one which was based around trauma. Two therapists answered questions by email in order to provide a different perspective on how they believed the pandemic had changed people emotionally. Another interview was with Isabelle Szmigin, currently Deputy Dean of the Business School at the University of Birmingham, who answered questions on how consumerism will change post pandemic. Finally, a survey was conducted in which a wide range of people discussed how they had been feeling throughout the pandemic and also gave their opinion on high street brands.
To begin to understand the effects that the pandemic has had on consumerism it first is needed to understand the trauma that consumers have been through. The amount of people suffering from anxiety and depression has risen dramatically resulting in many people needing therapy. Consumers are constantly being reminded of their mortality which effects all aspects of their lives including what they buy with many saving due to the fear of uncertainty and others spending due to pent up desire. More people are buying online as a reaction to the pandemic rather than risking going to the stores which has resulted in brands having to create an
experience online.
Currently there is very limited trust between consumers and brands due to a lack of transparency. Consumers are now more aware of when they are being misled by a brand and much more likely to shop with a brand that they believe is acting ethically. Therefore, in order for a brand to rebuild their relationship with consumers PR Professionals need to ensure that they are portraying the brand in a positive yet still honest light.
Consumers want a brand that aligns with their core values. It is clear that in the past it has been easier for brands to stay out of controversial situations so as not to lose consumers. However,
it needs to be understood that brands should at times not stay silent as they have a platform to spark positive change.
Brands often stay away from controversial topics in order to avoid backlash. However addressing issues can often have a positive effect by making the brand look more aware and relatable to the consumer. However, the statements that brands make about societal issues will only resonate with the consumer if it is backed up by action. This has been show throughout the Black Lives Matter movement this year, fore example. It is also important for social media platforms, brands and consumers to attempt to control the spread of misinformation that can be found online.
After the pandemic the majority of consumers will be struggling financially therefore meaning that excessive consumerism is likely to become distasteful. However as long as brands are sensitive and establish a strong online presence they should be able to persevere through the short term difficulties. Brands need to adapt which clothes they are selling to reflect the way in which people will be living their lives for the foreseeable future.
In conclusion there is still a pent-up demand for high street shops. But brands need to adapt rapidly to keep up with the way the consumer mind is changing. It is important to be a positive brand which consumers can relate to. Post pandemic consumers will have been through a significant amount of trauma due to job insecurity as well as losing loved ones and brands need to recognise the role that they can play to both distract and support the consumer.