Loyalty in the Quarantine Economy

May 14, 2020

Our findings in a new study about consumer behavior during the COVID-19 pandemic show that in times of crisis, consumers flock to brands they know and trust.

The COVID-19 pandemic has been a period of unprecedented economic uncertainty — record unemployment, an overall decrease in consumer spending, and no answers about when things might get back to normal.

Things have been relatively fine for the CPG industry through this, as lockdown orders triggered a historic spending spree, with consumers rushing to grocery and drug stores to buy CPG items in enormous quantities.

Still, many marketers are understandably wary about what the future may hold for their businesses.

And our new research confirms that, even despite all the upheaval, two things remain true: Brands still matter, and consumers still respond to well-targeted, creatively compelling advertising.