Assurance: How can you instill confidence that your products, processes and footprint are safe?
Despite more consumers showing up in the “normal” now and next segments, there’s still a hesitance to do many pre-pandemic activities due to health and safety concerns. Today, more than half of consumers say they are still uncomfortable eating in a restaurant (53%), going to a mall (52%) and trying on clothes in a store (58%).
Safety will change how consumers engage with retailers and brands both in person and online.
Americans are not only looking to retailers and brands to provide a safe environment and safe products but also willing to do their part. In the long term, the changes consumers have made to maintain health and safety now will continue into the future:
- 69% will be comfortable having their temperature taken to be able to go to a store.
- 66% will be more cognizant of hygiene and sanitation when shopping.
- 64% will be more aware and cautious about their physical health.
- 45% will use contact-less delivery or cashless payments to avoid touching things while shopping.
Clarity: When consumers want to know where their products come from, can your value chain help you tell them?
Over the past four months, the Index has shown that trust and transparency are paramount. When asked about the most important factors when making a buying decision, authenticity and honesty (44%), clear labeling (44%), transparent source or product origin (32%) and guarantee of origin (32%) have been the top responses for four months running.
The actions required to maintain trust and transparency that I discussed in the second edition still ring true. Reinforce the authenticity of your message. Consider what parts of your value chain are brought near or onshore. Develop a shorter, more transparent and diversified supply chain. This becomes even more important in food, where consumers are hyperaware of their food sources and transitioning to buying more fresh food to eat at home.