Page 33 - dissertation flip book

FUTURE STUDIES AND RECOMMENDATIONS
This study forecasts the changes that brands will have to make post pandemic
in order to still be relevant to the new consumer mindset. To be able to make recommendations on how the research could be furthered in the future there is first a need to review the research that has already been acquired and understand how the implications of the methods used effected the research overall.
This research aimed to resolve the issue of how brands now proceed post pandemic and learn from the mistakes they have made in the past through understanding the trauma that the millennial consumer has been through and is still facing.
Methods used to accumulate this research included interviews, focus groups
and a questionnaire as well as an array of secondary research. The research was able to give in depth quantitative and qualitative research in order to reach a precise conclusion. However using interviews with specific people can at times mean that you receive a persons opinion that can be misconstrued as a fact which makes it important to ensure analysis is completed throughout primary research.
The research resulted in the understanding that consumers have a need for brands to address the major societal issues that are currently taking place. They also want to represent brands who live the values that they preach about as it is now much easier to be called out. After the pandemic consumers are looking for honesty and it is a brands responsibility from a moral point of view to provide it
however unprofitable it may be initially.
The results of the research highlighted that the pandemic is likely to compel consumers to change in two ways they will either have missed being able to go into stores and spend more in the months following the pandemic or they will save due to the uncertainty that they are facing. Another outcome is that brands will have to change from avoiding societal issues due to being too political.
The research carried out focused on the millennial mindset however to continue the study looking into younger generations such as generation Z may have a different outcome. It has been concluded that millennials will still make the effort to go into high street stores and to buy clothes in person however it might be the case that this is different for generation Z.
Another line of enquiry that would further this topic would be to expand from high street stores to the value sector. With more people losing their jobs resulting in less disposable income the demand for the value sector may increase.
Expanding the scope in both of the aforementioned ways would result in being able to highlight the comparison between value sector brands and high street brands as well as millennials and generation Z. Meaning that research would result in a more concise understanding of what consumerism will look like as a whole post pandemic.