The COVID Pyramid

By: Patti Harrison

Never in our lifetime has there been such a dramatic shift in consumer behavior (Thank you Captain Obvious). As a marketer it is Overwhelming and Fascinating. Overwhelming as there is new data released every day, which to some degree quickly becomes obsolete as consumer sentiment evolves. Every media category is claiming that media usage is up from TV, OTT, Print, Out-of-Home, Digital, etc.  Just don’t be fooled by the headlines.  What may be reported on a national level could be very different on a local level.  Especially as we move forward with various states across the country opening up in stages. For example Geopath recently released a report that stated Auto Traffic was almost at pre-COVID levels.  However when you breakout the top 20 markets, traffic continues to be well below pre-COVID numbers as these Metro areas were hit the hardest by the Pandemic.

What I find to be Fascinating to watch is the affect this pandemic has on consumer behavior. Whether it is the unpredictable hoarding of toilet paper or the more predictable increase in consumption of DIY videos. The “hierarchy of needs during COVID-19” pyramid that was recently published by Profitero provides an interesting perspective.  This pyramid shows how consumers needs have evolved during the pandemic based on Amazon search terms – progressing from “panic pantry” to “cabin fever” to “power nesting”.  I’m sure we can all relate to this in our own lives from purchasing Lysol Wipes to Puzzles to Drawer Organizers.

No one knows with 100% certainty what our future holds.  Just today I have been served ads for custom Face Masks and Automated Temperature Checking Devices.

I like to think of these as signs of our willingness to adapt and persevere.

As we count the days to our ‘new normal’ Marketers and Media Planners will need to be flexible as consumer’s lifestyles and habits will continue to evolve in this rapidly changing market.

#newnormal #mediaplanning #marketing #mediabuying