Consumers value brands that prioritize contributing to local communities
A Nextdoor study of 2,000 adults in the UK has revealed that that pandemic has given local brands a boost. 28% of customers are more likely to make purchases from local brands post the pandemic. Similarly, 26% of the respondents are more likely to pay attention to an ad if the ad content resonates with their interests and is connected to their local area.
These findings reflect an essential shift in post-pandemic consumer behaviour where word-of-mouth and personal referrals are turning out to be crucial for customers before buying from a brand. According to Emma Mondolino, head of Business Marketing and Strategy, Nextdoor, national brands must highlight the positive impact on local communities.
According to the report, 19% of the respondents align with companies that give back to the country. 23% of consumers are more likely to shop from brands that support their local communities. 17% prefer businesses that add value to the customer’s life and community. About 36% of consumers tend to ignore ads on social media when they find the content irrelevant.
[4 minute read]