UK consumers express ambivalence and concerns as businesses return to normality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 06, 2020, 1:03 PM UTC

The Behavioural Architects’ report states that a behavioural science approach can help brands navigate these uncertain times.

As pubs and hairdressers reopen in many parts of the UK, 48% of Brits think the government has “gone too far” in relaxing the rules, as per a recent YouGov poll. However, 37% feel that the government has got the right balance.

However, a report by The Behavioural Architects offers a “robust and contextually sensitive toolkit” to help brands develop communications. Defining and segmenting audiences and strategic communication objectives allow brands to communicate with consumers on a “need-to-know basis”.

Brands must define the behavioural and emotional outcomes of their consumers to create effective communication. Behavioural science concepts can be allied to concepts around social norms and authority to improve behavioural changes and prompt actions.

Read the original article

[2 minute read]