With the world in the throes of adapting to life in a post-pandemic reality, brands and businesses are being called upon to reshape the way they behave. As we look optimistically ahead, this is our moment of opportunity to defy the odds and birth new experiences, practical solutions and compelling brand narratives.

Here are glimpses of what the possible new brand realities will be for consumers and enterprises. We hope these insights will help you navigate new strategies to reframe and grow as opportunities arise. Together, let us emerge stronger and better for the years ahead.

DIA Brands partnered with Rakuten Insight to conduct a general population survey in Singapore and Malaysia in June 2020. Over 1,000 responses from each market were gathered and the results have been collated to show trends in each.

As Asia’s trusted research partner, Rakuten Insight has remained at the forefront of consumer market research data collection in the region for over 20 years. Our online panels have been developed throughout 12 major Asian countries and regions. Having access to such a diverse and unique group of research participants allows Rakuten Insight to remain at the forefront of online research in the region.

Not all is gloomy – while there are some that still feel anxious and worried due to uncertainty, consumers are still generally positive about what the future holds.

expect the economy to recover by 2021 or earlier

It is time for brands to tap into residual consumer confidence and the need for optimism in a seemingly negative world. The majority have indicated that they would like to see brands adopt a more positive attitude in their communications and bring solutions that meet new needs.

Finding the right response takes innovative thinking. Car maker Škoda has released a set of three new stop-frame adverts entirely shot from home using toy cars, to show how ‘creativity beats crisis’ and is bringing a fresh attitude to car marketing.

Likewise TIME Magazine is helping readers to think through covid and has launched a suite of offerings aimed at helping audiences improve their lives, and navigate the widespread challenges of the pandemic.

Bringing optimism to the fore and supporting consumers with positive value creation versus distress selling will be key to maintaining confidence and building brand affinity.

Would rather have the quality and safety of trusted products than simply more discounts.

Responding to the current situation does not necessarily mean lowering prices and giving bulk discounts. Supporting and being on the side of the consumer by offering ‘real value’ that cuts through the discounting hype is what many consumers are looking for.

Many brands are changing their offer in response to new needs. Grab has pivoted from a transport provider to an enabler of a range of online services, filling the gap from food to shopping, insurance, gifting, travel, hotels and more under Covid-19 and beyond.

Retail brands have been under pressure to keep prices low and affordable for necessities. FairPrice has strengthened it’s supply network to ensure essential products continue to be available. In addition, they have also upgraded ‘FairPrice on Wheels’ online home delivery service to connect customers reluctant or unable to shop out of home.

How far will these shifts maintain over time and embed new long-term changes in consumer behaviour?

Digital adoption has accelerated as many consumers now indicate that they are looking to use more technology in both their work and daily lives.

Will be using technology to enhance speed, convenience and safety as digital becomes the preferred norm.

Brands must accelerate their digital transformation as consumers are fast becoming comfortable from search to purchase online as a preferred option.

Many new approaches to online retail have been accelerated as a result of Covid-19. Facebook Shops has been introduced to help struggling businesses set up an e-commerce store easily and reach out to consumers online. Businesses can choose the products they want to feature that best showcase their brand.

Lazada has seen an uplift in sales, as more consumers purchase online. Video game consoles, home office furniture and fitness equipment are among the top-ranked categories of goods bought during this period, with each category growing more than 1,000 per cent in sales volume.

Names such as JD.com and Alibaba have led the way, but China’s Pinduoduo is breaking through with a new ’shoppertainment’ approach to social commerce combining entertainment with sales and connecting producers directly to consumers in platforms such as duoduo orchard.

At the same time Shopee is finding success tapping into regional variations and localising its formats to meet different consumer needs and purchase patterns.

These trends are likely to continue and accelerate as consumers embed changing habits and preferences long-term.

Conclusion

As we transition to the new way of work and living, brands will continue facing tremendous challenges in all aspects of business. Through this study, we hope that brand managers are able to better understand consumers with new learnings on their attitudes, behaviours, preferences and consumption habits as we gradually emerge from COVID-19.

These changes are likely to stay for the longer term and have lasting implications on businesses in the future. In spite of the negative health impacts and socio-economic disruptions of the pandemic there is a strong thread of optimism in the results, as many people find new opportunities and experiences as a result.

Home and family has become the major focus for many as we try to navigate new ways of shopping, dining, exercising, educating and entertaining in the home environment. These new ways have become new habits and we need to consider what this means for brands in the next normal.

Work and life are more irreversibly integrated than ever and this has resulted in a re-evaluation of employment with a more blended approach to working from home and office. This will have implications for employers and a wide range of service providers, as well as real estate developers and owners.

Digital connectivity has been the great enabler of survival and new opportunities in this situation. Whether it’s social through connecting family and friends, fulfilling needs through e-commerce, or acquiring information and ways of navigating the challenges we face, the pace of change has accelerated.

Local brands score well and people are re-evaluating their choices based on familiarity, trust and convenience. International brands still have advantages but value is more than ever a decision driver. The impact of Covid-19 has also elevated related issues such as the environment and sustainable packaging. Brands must find ways to support communities and enhance authenticity as consumers look for choices that are closer to home.

We hope that brands will be able to leverage these new opportunities identified through this study, strengthen their business and relationship with consumers, and continue to remain relevant as we begin to understand the needs of the next normal.