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Rethink or restore: how brands can tap into new post-pandemic consumer trends

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The height of the Covid-19 pandemic created a moment of cultural singularity. Around the country people were essentially doing the same thing, as lockdowns limited their days at home to watching briefings, bingeing on Netflix boxsets and clapping for carers. But as restrictions have eased and daily life has returned to nearer pre-pandemic normal, people’s behaviour cannot be considered post-Covid.

It’s clear there won't be one set point where we all come out of Covid together – instead we will journey country by country, person by person out of it, all shaped by circumstance and resource.

What we will see is a broadening of behaviour as people react differently to life post-pandemic. It will take people into one of two directions – those looking to rethink their lives and those looking to restore their previous lives.

Consumer perceptions of the current pandemic situation (both globally and locally), as well as its individual impact, heavily dictate where people sit on the scale of “rethinking” or “restoring”, according to our research “Stretching the post Covid gap”. On the scale, a neutral or unsure middle extends into one of four post-pandemic groups: Rethinkers, Left Behind, Rebuilders or Thrivers.

Rethinkers – 18%. Predominantly pre-family,........

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