We all know customers’ relationships with brands have changed over the course of the pandemic.  Companies need to figure out how to stay relevant, and they can’t wait for the end of the pandemic.  We are in the “new normal” now.  But ironically, executives are so busy dealing with the day-to-day changes that they frequently don’t have the bandwidth to focus on brand relevance.

A great example of a category with this challenge: McKinsey just released their analysis of what the tissue industry needs to do to accommodate new customer requirements.  Marketers in all industries can learn from the situation in the tissue category.  Some highlights:

• More than a quarter of Americans say they have switched brands since the COVID-19 pandemic began.  This comes at a time when retailers are designing future retail-store layouts, and brands must adjust to widening aisles, decluttered shelves for efficient browsing, and click-and-collect models.  How can tissue companies keep current customers and attract new ones?  While value is the main driver for switching brands, consumers are also increasingly concerned about the environmental impact of the products they buy.

• The shift to online sales has not reversed, despite the easing of the pandemic.  Tissue companies need to adapt product offerings with optimized pack sizes and ship-ready packaging.

How can you keep your brand relevant, with customer requirements changing?  My friend and colleague Simon Little has developed and tested an iterative, agile research methodology to enable companies to determine how to more effectively engage with their customers.  He uses a combination of “inside out” and “outside in” investigation including inputs from stakeholders, experts and “extreme consumers.” 

This approach enables companies to “cut to the chase” and get to the most important learning quickly.  Simon and I are partnering on this, to enable us to work more quickly without sacrificing quality.  Let’s discuss how this approach can help your brand remain relevant.  Email me at info at bureauwest.com

Sources: Beyond COVID-19: The new consumer behavior is sticking in the tissue industry, McKinsey.com, 10/26/21; Simon Little