Monitor consumer behavior: Consumers hungry for information

This is evident from the Consumer Behavior Monitor, an initiative of Validators and VU Amsterdam.

Worries back at the level of early March, call for stricter measures, great hunger for information

The concerns people have about corona have clearly increased in recent weeks. That is not surprising given the increasing number of infections and the stricter measures. For example, two thirds of Dutch people are now concerned about the health of their loved ones, and almost half (47%) about their own health. In addition, it is not only the oldest, most vulnerable group that is more concerned about their health and personal financial situation. Concerns at all levels of the population are back to the levels seen in early March.

Record number of Dutch think the measures are too limited

The number of people who consider the corona measures too limited and have no confidence in the government’s approach continues to increase. In two weeks, the number of people who consider the measures too limited has risen from 37% to 49%. And two weeks ago 51% of the Dutch people had confidence in the approach of the government, now 45% have that. In addition, the number of people who have lost confidence increases to 25%. Although the cabinet will decide early next week at the earliest whether stricter measures should be introduced, there is a great need for stricter measures in society: no fewer than 71% of the Dutch (66% two weeks ago) think stricter measures are necessary.

Martin Leeflang, CEO Validators (bottom left in the photo): “Two weeks ago we saw that a majority of the Dutch wanted stricter measures. That trend is now continuing. This also shows exactly the relevance of the Consumer Behavior Monitor: we identify trends and changing consumer behavior at an early stage, so that marketers can stay close to developments. Because we have been measuring since March, we see a beautiful course over time. In the coming period, we will increase the frequency to a weekly measurement, so that we stay on top of it. “

That is why the Consumer Behavior Monitor: we identify trends and changing consumer behavior at an early stage, so that marketers can stay close to the developments.

The penny also seems to have fallen among young people

When it comes to corona, young people have been anything but positive in the news lately. RIVM boss Jaap van Dissel even blamed young people for the second wave, which they would have stirred up again in the Netherlands after holiday holidays in Southern Europe.

Despite the fact that young people – like the rest of society – are still hit hard by the various measures, it now seems that the penny is falling with them. Concerns about their own health and that of their loved ones are growing. And although they are experiencing increasing difficulties with the limitations in social contact, they are less positive about attending social activities such as events, festivals and fairs than they were two weeks ago. Young people also say that they adjust their behavior and comply with the measures better. While the number of youngsters who kept to the 1.5 meter distance fell sharply two weeks ago (from 74% to 65%), this increased sharply in the past week (from 65% to 73%).

Great need for information: opportunity for brands

In line with the growing concerns and the need for stricter measures, the need for good information about the crisis is relatively high. A quarter of the population needs more information, which corresponds to the situation as we saw it at the end of April. Although there is mainly a role for the government in this, it also offers opportunities for brands. In recent months, consumers were less interested in what brands had to say about corona. But now the number of people who want to know how brands can do their part is increasing. There are also more and more people who think that brands should adjust their communication to the situation.

Gijs de Beus, strategist at Friends & Foes and expert panel member (bottom center of photo): “According to Byron Sharp, brands should not communicate about corona at all. I would rather say: if you have nothing to say not, but of course you can if you can contribute something that comes from the core of what your brand stands for. But brands seem a bit coronamoe. While many brands were still at the forefront of the first wave to show that they were there for their customers, the attention has now shifted elsewhere. While it is clear that corona and its impact will still be felt by consumers. “

Now is the time to advertise

We also see the increasing need for information in media use. Consumers are looking for reliable information and we are seeing the number of consumers reading more newspapers increasing, online but especially offline. So now is the time for brands to advertise.

Rob Revet, brand strategist at FNDMNTL and expert panel member (top right of photo): “It is not only the increased need for news and information that makes advertising interesting now. As concerns increase, we also see brand relevance and switching behavior increase somewhat. That means that people seem to be more open to brand messages. Also from brands they didn’t buy before. Advertising is therefore important. Whether to steal market share or to defend it. “

Find out how you can also get free access to the Consumer Behavior Monitor.


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