The cultural insights in this report can help marketers with developing positioning, communication and growth strategies for their brands. Culture is the hidden influencer and taken-for-granted element, in the multi-dimensional puzzle that is consumer behaviour. Our view is that cultural decoding is an equally critical piece of the foundational understanding for strategy, as are the relevant facts and figures with respect to the market. The truth is that, before people turn into consumers, they are members of their culture. From the standpoint of consumer behaviour, culture is about continuous learning, un-learning and re-learning, to support new behaviours and practices.
Read More: New Meaning of Safety Consciousness by Customers
Benefits of this Study:
- A well-rounded and complete understanding of how Safety and Protection as concepts in culture are getting rewired due to the Pandemic.
- Fresh insights that go beyond the obvious and familiar that traditional qual and quant research provide.
- From this understanding, marketing teams can derive:
a. Inspiration for campaign development for brands in the hygiene and safety space
b. Insight into the subtleties and nuances that make safety communication effective or not.
c. Ways to integrate safety/protection with other values and benefits that consumers want.
d. Ways to evolve brand purpose to align with changing cultural codes and values of safety/protection
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