“According to Reilly Newman, founder of Motif Brands, consumers are diving into comfort foods and things that are familiar to them. “Since the world has entered a state of uncertainty, there’s a natural desire for the known and familiar. This relates to comfort foods or even perhaps those foods that are nostalgic.”
“Through messaging and visual design cues, the brands can help calm the consumer and make them feel more confident in their decision-making,” Newman said. “This anxiety may also encourage the consumer to look for mental shortcuts in their decision-making to avoid being overwhelmed. They may look to peers, reviews, trends, signals, etc. to help them make their decision and even affirm the decision they’ve made.”
Brands can take these psychological aspects into account when strategizing on how to communicate to their audience. Brands that can be empathetic to the feelings of their audience will always win at the end of the day, Newman said.”
