5 Customer Opinion and Behavior Trends in 2021

If 2020 taught us anything, predicting the future is futile. (How else to explain the unexpected spike in puzzle and sourdough purchases last spring?) Yet “The Year That Wasn’t” offers interesting consumer insights. Creatives On Call takes a look at some recent consumer opinion and behavior trends can help you cultivate and keep customers in the months ahead

1. Digital is key

From Zoom calls and online learning to grocery shopping and Netflix bingeing, consumers spent more time in the digital realm last year than ever. They also used technology to get up-to-date information on how their favorite brands were navigating a new COVID world. Those that maintained a human connection with their customers succeeded, those that didn’t suffered. 82% of recent survey respondents said that brands that quickly pivoted and created new, relevant offerings increased their desire to do more business with them. Yet only 35% of organizations leveraged customer feedback in those decisions. (Deloitte) Agile marketing that listens to the consumer will become even more important moving forward. 

How we can help: Our creatives are on hand to assist with strategizing, design, and messaging so you can pivot quickly and update your digital footprint for maximum impact.

2. The need for speed

With consumers spending 76% more time online than before the pandemic, it is no surprise that 80% of small business owners say that COVID-19 has hurt their business. When more and more small businesses were forced to shutter, customers began shopping locally. Not only could they support their local businesses and local economies, with global supply chains experiencing severe delays, buying local often meant faster delivery. Speed will continue to play a big role in spending as consumers purchase from whichever business provides the quickest solution. 

How we can help: Our creatives can help you reevaluate your supply chains and business model, interpret your data, and create a comprehensive strategy to forge a faster connection with your local customers.

3. Good for the planet

All this increased digital activity has hidden environmental costs, and consumers are becoming more vocal when it comes to corporate responsibility. Nearly 70% of consumers prefer brands that are sustainable or eco-friendly. 69% will pay more for recycled products and expect brands to provide information on where the products they buy come from. They also expect companies to be transparent about their environmental impacts in packaging, recycling, and production. With new executive actions from the White House centered around climate change, expect these trends to continue. 

How we can help: Eco-friendly practices and transparency are key concerns with consumers today. Let our creatives help you strategize your company’s environmental messaging and create content to support your sustainability efforts.

4. Silence is no longer an option

Social justice was another hot-button topic in 2020 and will continue to influence consumer decisions moving forward. For the last decade, “loyalty” topped the list as the No. 1 consumer value, but “equality” displaced it last year. Other social justice values such as inclusion (#19) and diversity (#33) also rose in their rankings. (Gartner) Leading the charge is Gen. Z, with 89% of recent survey respondents saying they expect companies to help address racial inequality and sexual harassment. In addition, 75% of Americans say that how companies act now impacts their perceptions in the future. (Porter Novelli)

How we can help: We have creatives on hand to help you craft your communications strategies and realign themes that leverage consumers’ focus on social justice and civic engagement. 

5. Home is where the heart is (and everything else)

This past year redefined our idea of home, at least for the foreseeable future. It became school, workplace, gym, day care, therapist’s office, grocery store, and more—sometimes all at once. Consumers continue to upgrade their technology and internet speed (at least for Disney+, if nothing else), invest in exercise equipment (hello, xss="removed">Peloton!), and deck out their pantries (thanks to Instacart). Others who can’t work remotely, access educational alternatives, or repurpose their living space continue to struggle, providing a challenge for marketers. 

How we can help: With shifting household needs, often along the lines of income and/or marginalized communities, our creatives can help you fine tune your messaging and marketing and product strategies to best serve your customers.

In 2021, marketers need to continue to focus on the messages, content, and product recommendations that resonate most with their target audience. And as attitudes to privacy begin to change, there’s no better time to set yourself up for success with a deep dive into your customers and their behaviors. With these trends in mind, we’re here to support your business—whatever the 2021 crystal ball says.

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This is a time for marketers to step up to the challenge and get creative in meeting current demands and behavior changes. Creatives On Call supports your business through this. Contact us here. We have Marketing professionals ready to start in areas including:

• Strategy & Advisory

• Design & Marketing

• Content Creation & Management

• Customer Engagement & Experience

• Learning & Knowledge Management

• Digital Technology & Transformation

Learn more here.