A framework for marketers / brands to consider how to approach consumers as they self-isolate and return to daily life during the coronavirus / Covid-19 pandemic.

1. Life in
Lockdown
Engaging Consumers in the Age of Isolation & Beyond

2. People Expect Lockdown to Extend
Globally, 72% believe the outbreak will last 6 months or more, increasing 7% in
the last two weeks in March.
As lockdown changes & expands, so does consumer behaviour.
Source: GWI Coronavirus Data - Wave 5 / April 2020

3. Lockdown
Lockdown Extended Lockdown EasingPre-Isolation Return
Isolation & distancing stops
panic buying, as consumers
focus on buying more
‘proactive health’ products,
as well as trying to deal with
anxiety.
Consumer Need:
Clarity & Control
As lockdown lags on,
consumers settle into a new
routine in-home - looking for
novelty & ways to pass the
time. Many life events are put
on hold.
Consumer Need:
Entertainment & Support
As the overall lockdown
gives way to local
restrictions & hotspots,
consumers will have to
venture out again & deal with
hygiene and safety concerns
Consumer Need:
Change & Security
One the main lockdown
concludes, consumers will
have to recreate their daily
routine & reimagine what
everyday life will be like,
while dealing with flare ups.
Consumer Need:
Certainty & Perspective
As rumours of lockdown
increase, panic buying
results with stock shortages
& uncertainty about
preparation & government
action.
Consumer Need:
Reassurance
Stages of Evolution

4. Pre-Isolation
Preparation & panic buying ensure as rumours of an impending lockdown measures
emerge as the pandemic spreads
Source: ITV Powerbank Insights (UK April 2020) / Nielsen: Covid-19 Tracking the impact on FMCG...(Global March 2020) / YouGov GB 2020
Reassurance
With uncertainty and disruption looming,
consumers seek out trusted information sources to
fight misinformation such as health organizations &
governments.
UK news channel viewing spiked at lockdown, with
30% more of the population reporting viewing
specifically due to Coronavirus.
Consumer Need
Panic Buying / Stocking Up Peaks
Specialized healthcare products (hand sanitizers,
masks) and long term staples (toilet roll, pasta) hit
peak demand.
As seen in the UK, stockpiling hit it's highest levels in
the week before & after full lockdown (19% of the
population).
Purchase Behaviour

5. Pre-IsolationBrand activity is action based in the run up to lockdown measures,
as consumers look to see what others are doing to help
Fighting Misinformation Creating Tools Serving the Frontline

6. Lockdown
Isolation & distancing slows panic buying as consumers seek control amongst
anxiety, disruption & misinformation
Source: YouGov GB 2020 / Nielsen: Covid-19 Tracking the impact on FMCG...(Global March 2020) / Google Community Impact Repots 2020 / Streetbees Coronavirus: Human Impact Tracker
Clarity and Control
Different ways to cope with lockdown are trialled in
the initial weeks, with video calling, exercise &
cooking taking a more prominent role in consumers
lives.
The initial week of UK lockdown saw 22% of the
population start video calling and 19% start
exercising due to the pandemic.
Consumer Need
Panic Buying Slows / Trips Decline
Globally, shopping trips decline after lockdown,
impacted by the strictness of lockdown. Lockdown in
Italy resulted in 85% fewer trips to the pharmacy or
grocery, vs. a 46% decrease in the UK and an 11%
increase in South Korea.
Shopping turns from masks & hand sanitizer to
non-perishable goods & disinfectants. Make-up &
cosmetic shopping shifts towards skin-care.
Purchase Behaviour

7. LockdownBrand Activity is focused on simplicity & action, easing consumers
into a new reality during massive disruption
Addressing Lockdown IssuesReinforcing Guidance Celebrating the Front Line

8. Extended Lockdown
As the lockdown continues, consumers begin to create a new routine, all the while
seeking novelty and connection with what was before
Source: GWI Coronavirus Tracker April 2020 / YouGov GB 2020 / Streetbees Coronavirus: Human Impact Tracker / Mintel March 2020
Entertainment and Support
As lockdown lags on, people begin to search for
novelty and support in creating a temporary routine.
Technology such as streaming video finds new
applications for previously physical events, from
board games to comedy & workouts.
Exercise becomes a key part of the daily routine,
with home workouts (51%) and walking (33%)
increasing globally over lockdown.
Consumer Need
‘Normal’ Shopping Resumes Cautiously
Consumer confidence takes an impact as lockdown
increases (down 4.2pts in the UK), 40% of consumers
globally are putting major purchases on hold until it
subsides. Essential retailers seek to steady supply
chains and improve the shopping experience over
time.
Fresh food items are declining in popularity due to
their short shelf life, while hygiene concerns affect
fresh produce.
Purchase Behaviour

9. Extended LockdownBrand Activity slowly shifts towards communications &
entertainment, providing novelty & aid in a new routine
Restoring What’s
Missed
Entertaining &
Connecting
Cultivating Daily
Routine
Rallying Support

10. Extended LockdownUK search activity illustrates the transition from immediate
safety to hobbies & support as lockdown goes on
Source: Google Search Trends
Formal Lockdown Announced
Pre-Isolation Lockdown Extended Lockdown

11. Easing
As the lockdown gives way to localised measures and a phased return to normal,
consumers seek to re-evaluate their activities, while trying to stay safe
Source: GWI Coronavirus Tracker April 2020 / Mintel March 2020
Change & Security
As the phased easing of lockdown returns, there is
expected to be a constant conflict between
progress & security - with people wanting to return
to ‘daily life’, while also wondering about the
disease.
Globally 42% of people are ‘most concerned’ about
when the pandemic will end, but an emergence
back into the world will come with new concerns
and issues.
Consumer Need
Proactive Health & Tentative Retail
As seen before lockdown, the demand for proactive
health products, such as hand sanitizer and masks
looks to spike again as lockdown ends.
Beyond essential purchases, consumers will be
poised to shop again but will face safety &
governmental barriers. 30% of US consumers fear
crowded spaces as a result of Covid-19, which if it
persists will have concerns for large retailers.
Purchase Behaviour

12. EasingBrand Activity will shift to actions that help slowly restore daily
life & create positives to focus on
Re-Thinking RoutineCoordinating FixesFostering Optimism
As seen in China with BMW’s ‘Blue
Skies’ ad, brands can start to
provide an optimistic vision to
counter uncertainty as we begin to
emerge from lockdown.
As the full economic impact of the
pandemic becomes clearer, brands
will coordinate support and action
to help stem the damage.
Consumer uncertainty looks to
have a knock-on effect to
businesses which brands can help
address.
As consumers begin to reform their
daily routines, brands can
champion positive change or
continuing changes from lockdown.
Reframing positive change as the
default coming out of lockdown, vs.
a choice you have to make can
defuse natural resistance.

13. Return
As the lockdown concludes and normal life rebuilds, consumers will consider how
to adapt their daily routine against concerns of the disease’s return or flare-ups
Source: IPSOS ‘Impact of the Coronavirus to New Car Purchase in China’ March 2020 / Kantar ‘ Measuring the Impact of CV-19 on Chinese Consumption’ / NZ Stuff Business
Certainty & Perspective
As a daily routine outside of lockdown is established,
people will look for a sense of certainty about their
safety as a vaccine is awaited. Perspective on how life
has changed and what can be re-evaluated will be front
of mind as many ‘new’ firsts are celebrated.
“Eating out with friends” & shopping are popular desired
activities post outbreak in China, but globally an
economic ‘bounce’ towards delayed purchases isn’t
expected to make up for lost volume.
Consumer Need
A Shifted Normal Takes Hold
As consumers begin to shop widely again, possible
behaviour shifts occur. The growth of e-commerce for
fresh goods & with older audiences has become
prominent in China.
Hygiene is driving long term purchase shifts, as
non-driving Chinese consumers in heavily affected
areas and cities are seen to be reconsidering car
ownership.
Purchase Behaviour

14. ReturnAs daily life rebuilds & resumes, balancing the fear of a
pandemic return with hope and optimism is key for brands
Turning Celebration Into SupportRallying for a Better WorldCelebrating ‘Firsts’
Reconnecting with daily life at
scale will create a series of firsts:
both positive and negative.
From the first pub visit, meal out
or time with friends to the first
crowded bus or flare-up, brands,
where applicable, can enhance or
support.
The collective benefit of society
isolating and working together will
become even clearer once the
pandemic subsides.
Tapping into and maintaining this
sense of collective action for other
causes will be an action for many
brands to consider.
As daily life outside attempts to
resume, the full contribution and
cost to frontline staff to get society
to this point will be even clearer.
Translating the celebration of front
line staff into long term support &
progress is necessary, brands help
push clapping to funding.

15. Brand Action Summary
Lockdown Extended Lockdown EasingPre-Isolation Return
Isolation & distancing stops
panic buying, as consumers
focus on buying more
‘proactive health’ products,
as well as trying to deal with
anxiety.
Consumer Need:
Clarity & Control
As lockdown lags on,
consumers settle into a new
routine in-home - looking for
novelty & ways to pass the
time. Many life events are put
on hold.
Consumer Need:
Entertainment & Support
As the overall lockdown
gives way to local
restrictions & hotspots,
consumers will have to
venture out again & deal with
hygiene and safety concerns
Consumer Need:
Change & Security
One the main lockdown
concludes, consumers will
have to recreate their daily
routine & reimagine what
everyday life will be like,
while dealing with flare ups.
Consumer Need:
Certainty & Perspective
As rumours of lockdown
increase, panic buying
results with stock shortages
& uncertainty about
preparation & government
action.
Consumer Need:
Reassurance
Considering Possible Actions by Phase
Fighting Misinformation
Creating Tools
Serving the Frontline
Reinforcing Guidance
Addressing Lockdown Issues
Celebrating the Frontline
Cultivating Daily Routine
Entertaining & Connecting
Restoring What’s Missed
Rallying Support
Fostering Optimism
Coordinating Fixes
Re-Thinking Routine
Celebrating ‘Firsts’
Rallying for a Better World
Turning Celebration into
Support

16. What to Consider
Just because you can act right now, doesn’t mean you should.
Consumer Value
Can I meet a current consumer need?
Does this create the most valuable possible?
What action and/or message is needed?
Consumer Expectation
Is this something people expect
from me?
Am I the best to do this?
Individual or Collective Action
Should I act alone and quickly?
Are there partners or competitors
that can help?

17. Thank YouFor questions, please contact the
VaynerMedia London Strategy Team.
DuBose Cole - Head of Strategy
DuBose.Cole@VaynerMedia.com
Contributors:
Major
Steadman
Marie-Claire
Manson
Brandon
O’Neil
Isabel
Nicholds
Jonny
To
Aparna
Bangur