Since the COVID-19 outbreak, consumer optimism globally remains muted as most are concerned about their countries’ economic outlook and their job security. The pandemic has caused permanent shifts in behavior with the way consumers think, shop and purchase. Based on our Consumer Pulse study we have seen the rise of ‘conscious consumers’, who are more mindful of the products and brands they buy. 78% of consumers say their decision to purchase from a brand in the future is largely dependent on how brands position themselves during this difficult period.

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