130: kristin carpenter, consumer psychology through the coronavirus crisis and beyond, part 2

“The coronavirus and the recession have dually exposed not only a society-wide deep distrust of institutions but also, the movement for people to want to belong to something that they feel better represents who they are as individuals. More often than not, that’s brands they love and trust.”

– Kristin Carpenter

EPISODE PREVIEW:

Note: This episode initially aired on April 11, 2020 on Facebook Live.

This episode is Part II of a series on Consumer Psychology through the Coronavirus crisis and beyond. It is in connection with Channel Mastery Episode #128 and along with that show, was recorded on Facebook Live. In the first of the series, I offered a foundation to consider to better understand where consumer behavior might be going. I shared research with you that considered how we are wired as humans to survive things like pandemics. I presented these mechanisms and matched them with the coronavirus pandemic.

The goal was to take something that was not going to change about people today – how we’re wired to survive – and apply that to the pandemic and recession, to gain insights about how we’re likely to react as a species.

In this episode, I continue through that theme and dive into the most recent Edelman Survey published March 30, 2020 about how consumers are trusting brands today. For additional resources and a look at our Verde COVID-19 Guide, visit www.verdepr.com.

GUEST PROFILES:

Kristin Carpenter

Kristin Carpenter is Channel Mastery host and the CEO and Founder of Verde Brand Communications. A former journalist, Kristin worked on staff for major consumer lifestyle magazines, business and trade titles. Now 19 years later, she continues to serve as Verde’s CEO and directs strategy for the agency. She launched Channel Mastery in 2017 and is happy to be masquerading around as a journalist again through her hosting of the podcast. It’s her ‘beat’ to bring the absolute best practices around serving today’s connected shopper to specialty business and brand leaders. Channel Mastery is the only resource of its kind, and it was created to help level the playing field for specialty brands as they compete for the attention spans, minds and hearts of today’s shopper with marketplaces, big retail and well funded direct-first brands.

TOPICS COVERED:

coronavirus crisis, consumer psychology, brand fan psychology, brand loyalty, human psychology, Edelman Survey 2020

SELECT QUOTES:

“The goal {of this series} was to take something that was not going to change about people today – how we’re wired to survive – and apply that to the pandemic and recession, to gain insights about how we’re likely to react as a species.”

“The coronavirus and the recession have dually exposed not only a society-wide deep distrust of institutions but also, the movement for people to want to belong to something that they feel better represents who they are as individuals. More often than not, that’s brands they love and trust.”

“Being a great corporate citizen is not only important because it’s the right thing to do, it’s also important because people will find out about it and share far and wide their opinions of what you’re doing – that can be very good or very bad.”

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