Consumer behaviour is changing. How does your brand need to adapt its content to reflect this “new normal”, this new outlook on consumerism that the population has?


Since the start of this global crisis, the Big-Five consulting groups have been fielding surveys and crunching data to try and get a grasp on what consumers and the overall economic outlook will look like.


McKinsey is one of them, and their most recent report is very interesting in how it can act as a guide, a tool, on how your audiences are viewing the next months and year.


It is a great resource of data to orient how your content should adapt in light of consumer behaviour changes and overall positivism.


Content can act in three ways: it can inform, it can educate and it can entertain (or combination of those three).


How are you be adapting the approach your content takes? How will your strategy be adjusted in light of this?


You can use the McKinsey article “A global view of how consumer behaviour is changing amid COVID-19” to guide you.


On a global scale (but you can also find links to data for specific countries, like Canada, at the bottom of the article), it reports on:

  • Consumer sentiment
  • Consumer income
  • Consumer spending
  • Category spending*
  • Expectations of duration of personal impact
  • How time is spent*
  • Activity adoption and growth*
  • Long-term outlook for new behaviours*

* These are the ones I find the most interesting for content experts.


These statistics can help you see how your approach to consumers in your specific category should be adapted in light of overall sentiment.


And in many cases, this will have a direct impact on content as it is one of the main ways a brand has control on for creating a durable relationship with consumers.


Are consumers seeing your brand the same way they did a year ago? If not, it is time to adjust how the emotions your content conveys can be adapted to create (or repair) and maintain the trust between you and your audiences.