Local is a Key Consideration
A decline in travel and leisure spend is a concern for marketers; 32% said consumer cutbacks in this type of spending was having an impact on the planning. As a result, the toolkit looks at how local areas will be a key consideration for marketers in 2021.
Consumers have a newfound awareness of their local communities and areas. The report references location and Posterscope’s ‘Mobility Mindset’ research that showed 65% of UK consumers are paying more attention to what is going on in their local areas since the pandemic and are placing value on the outdoor space around them.
And as they look to their local communities, many consumers feel a need to support them. Research from McKinney showed that 63% of consumers said they were trying to shop locally to support small businesses.
Marketers Revisit Brand purpose
The upheaval of 2020 has seen brand purpose gain new relevance in the marketing industry. More than three-quarters (78%) of respondents to WARC’s Marketer’s Toolkit survey believe that purpose is now more important.
Health and Hygiene
The toolkit survey revealed that health and hygiene concerns will have an impact on marketing plans in 2021 (74%). A Euromonitor survey reports that 90% of global consumers agree the COVID-19 has made people more aware of the importance of immunity. While another research study showed three quarters of consumers are trying to eat healthier as a result.
The pandemic has made health and hygiene a necessity for everyone with WARC emphasising the point that brands have a role to play in supporting healthy lifestyles and wellbeing.