NEW THINKING FOR THE NEW NORMAL: Marketing ethics and insights into engaging consumers after lockdown.

SUSTAINABILITY vs COMMUNITY ENGAGEMENT – WHICH ONE IMPACTS CUSTOMERS MOST? OUR RECENT SURVEY MAY SURPRISE YOU.

[Insights from the CONNECT2 High Street Community Engagement Survey 2020 https://www.connect2-uk.com/survey/]

Everyone is now using the term ‘new normal’ to describe life after COVID-19, not the old normal. Things have changed. People have adopted new habits, discovered new ways and new values. Which means marketing will have to as well. Those who return to the old normal will quickly find they are out of touch.

One key observation is that the current crisis and lockdown has created a community explosion, which will remain long after it's over. We have all reconnected en masse.

Many brands, and especially retailers, will need to devise new strategies as soon as they can function again and community is now a top consumer value.

Recent research [CONNECT2 High Street Community Engagement Survey 2020 https://www.connect2-uk.com/survey] reveals that 76% of consumers say they are more inclined to buy from a brand that genuinely supports local community.  That beats environmentalism as a value, and as the research was carried out before the pandemic it’s only going to have increased now. 

40% would have a positive change in attitude towards a brand – improving brand affinity.

No brand can change the world, or save it, but by engaging communities you can make a real difference, community by community. It builds trust and wins hearts and minds.

Consider this: 95% of most retailers’ customers live within a few miles of the store, yet few retailers have managed to engage those communities (or bothered). The potential is enormous.

While over 75% of local communities will be on social local (that’s social media run by locals like local Facebook groups) less than 4% will be on a retail brand’s social media platforms (many less than 1%). So to reach local communities, using your own sites isn't going to 'cut the mustard'.

The CONNECT2 research covers supermarkets, a range of retailers, FMCG, banks, financial services, broadband, utilities, property developers, restaurants, entertainment, local charities and more. See: https://www.connect2-uk.com/survey/

It reveals fascinating insights into social attitudes, social media use, word of mouth influence, opinions about brands in schools and society, what sectors need to do more and which brands do best. And much more.

During this crisis we have also seen the strengthening of the family unit and values, the focus on supporting local businesses and the appreciation of those in our society who do good. By contrast those that aren’t doing their bit, or doing it well enough (like banks) could pay a hefty price long term.

If there is one overall conclusion, brands really need to think about ethics, purpose and community values. Never has the Triple Top Line - Purpose, People, Planet (a redefining of the triple bottom line) been more relevant, with a bigger emphasis on people over planet.

If you want to see the full survey result, or to discuss how to engage communities beyond social media, drop me a line.

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Chris Arnold is a Dr of Business and co-founder of CONNECT 2 (the UK’s leading business to community engagement marketing agency) and a specialist in communal economics. He is also founder of ethical marketing agency, Creative Orchestra and the business innovation consultancy, The Garage Innovation Lab.

He is author of Ethical Marketing & The New Consumer (published by Wileys), Why Women Shop on Venus and Men Shop on Mars, and FLIP - unthink everything you know (pub July 2020). He has written the Brand Republic blog on ethics for over a decade as well writing for Third Sector magazine, FT, Marketing, Campaign, Adage, Brand Strategy, Creative Review, Impact and numerous publications. He is also a contributor to TV's Food Unwrapped.

Chris is founder of the UK's biggest community arts festival, a director of London Community Arts CIC, and is involved with numerous community groups and projects.

To feedback email: [email protected] m: 07778 056686 (no sales calls)

Websites: https://www.connect2-uk.com/

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