The origin of products is a new motivation of post-pandemic consumers

If the price of a product drives reason when choosing a product, five other motivations are gaining ground in the eyes of the new consumer who will be described as post-pandemic, in particular the need to know the origin of the products.

The health crisis is helping to transform the way consumers manage their purchasing power, reveals Accenture’s annual shopping survey by consulting firm Accenture.

“In Canada, the easing of restrictions linked to the pandemic and the possibility of returning to a festive period seem to create a certain urgency to take advantage of the situation, as some countries begin to tighten their rules”, observes Claude Chaffiotte, general manager and leader from Accenture Interactive.

Consumers “Reinvented”

Accenture’s report reveals that consumers today are more willing to reject brands that don’t share their new values, even if it means paying more.

The pandemic has thus prompted 50% of Canadians and other consumers around the world to radically rethink their expectations and adopt a different perspective in their consumption choices.

Among the five distinct priorities that now guide their purchases, the origin of the products is a real preoccupation. More than ever, consumers want to know the composition of the items they are interested in, how they are made, the time spent in transport and the practices in place to respect the environment in order to be able to encourage companies favoring sustainable development.

In fact, it is expected that by the next year 58% of consumers will favour buying local products and encouraging local businesses.

These statistics make Richard Darveau doubtful. The president and CEO of “Well Made Here” shares his point of view: “I trust the good intentions of consumers who are, after all, citizens and neighbors of our producing companies in the country. But the marketing variable plays an important role in the moment of the decision. This is why we must continue our crusade with our efforts and resources to offer more knowledge. We need better recognition of the products manufactured here.”

Trust and reputation also seem to be gaining importance. Consumers are more supportive of companies that treat their employees well and take concrete steps to contribute to society (including during the pandemic).

A third factor that emerges from the survey relates to health and safety. Respondents believe that the establishment of healthy business practices is essential and that this change will have to continue after the pandemic. They want their safety as well as that of employees to be assured. When companies display shortcomings in this regard, it leads them to favour competition.

Consumers who participated in the survey also say that they want better customer service for online purchases and a faster response time, among other things. For example, they want to be able to get clear answers to their questions related to economic and societal issues.

Finally, user-friendliness and convenience also play an important role in the decision-making. A significant portion of the reinvented consumers would not hesitate to turn to a supplier that offers virtual testing tools or consulting services through digital channels to make their purchases or to have better delivery options.

A generosity of spirit

40% of consumers display stronger ecological conscience and prefer packaging and deliveries that respect the environment, while 32% opt to forego gift packaging altogether.

Finally, 32% of consumers will buy from BIPOC retailers, an acronym for “Black, Indigenous and People of Color.”

Reinvented consumers therefore seem ready to pay more for brands that align with their values. Businesses that seize this opportunity will be rewarded with loyal customers and new sources of revenue.

Mr. Darveau addresses the participants of “Well Made Here” with a powerful message: “It is of utmost importance for us to use our means to encourage those who manufacture locally. It is worth emphasizing that your products satisfy and perhaps exceed certain construction, safety or public health standards. These assets will become more and more profitable.”