KUALA LUMPUR, July 27 — The extended time spent confined to the home due to lockdown induced by COVID-19 has had a significant impact on consumers’ shopping habits and their interactions with brands, according to Adobe’s latest survey, which found a growing social consciousness reflected in the importance consumers place on staff treatment.

“Despite this, brands have some way to go — only slightly over half (54 per cent) of consumers agree that brands are doing enough to ensure staff wellbeing. Among the younger generation, attitudes are polarised on this issue — Gen Z typically ascribed less importance while Millennials ascribed more importance to treatment of staff.

“Nearly three in four consumers (73 per cent) found it important for brands to mirror the state of the world in their marketing collaterals in response to COVID-19,” it said.

The survey was released today on the sidelines of Adobe Experience Makers Live, a virtual event to help brands adapt to the digital world.

Simon Dale, Adobe managing director, Southeast Asia said the outbreak of COVID-19 has accelerated a broad shift in Asia Pacific (APAC) consumer behaviours and attitudes that have been in the making for some time.

“It is clear from the results of the study that brands that are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance while helping their customers feel truly supported.

“Marketers will need to pay close attention to their customers and ensure that they adapt their customer experience strategy to address different groups with relevant messages, more so now than ever,” he said.

Conducted by Advanis, a research firm for Adobe, the study surveyed 4,001 consumers and 1,200 marketers in Australia, China, India and Singapore between June 1–17, 2020.


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