Page 9 - AeM_July_2020

RESEARCH
ANALYSIS
TRENDS

Adobe reports APAC consumer sentiment

remaining positive as brands adapt

strategies to meet new business reality

Despite COVID-19 induced lockdown restrictions now COVID-19 has impacted consumers’ everyday lives
being lifted in many parts of the world, the extended and habits. More than three fifths of consumers (67%)
time spent confined to the home has had a significant expressed concern about the overall impact of the
impact on consumers’ shopping habits and their pandemic. Chief amongst these concerns are personal
interactions with brands, according to research health (73%), job vulnerability (40%) and the economy
released by Adobe. (36%). Millennials (72%) typically expressed greater
concern compared to Gen Z (58%), Boomers (62%),
The survey was released on the sidelines of Adobe and Traditionalists (48%).
Experience Makers Live, a virtual event to help brands
adapt to the digital world. Aside from Adobe leaders, While almost all consumers surveyed (95%) are willing
brands such as Singapore Tourism Board, MediaCorp to wait out the continued restrictions, only 61% agree
and DBS Bank shared insights and learnings for with the continued lockdown measures, signaling an
continued customer engagement and recovery. eagerness to resume life per normal. Chinese
consumers cited the least disagreement with the
Simon Dale, Managing Director, Southeast Asia, continued restrictions. Overall, APAC consumers were
Adobe, commented, “The outbreak of COVID-19 has more willing to wait out restrictions, a stark contrast
accelerated a broad shift in APAC consumer behaviors from consumer sentiment in Japan and the United
and attitudes that have been in the making for some States (US).
time. It is clear from the results of the study that brands
that are nimble in pivoting to this digital ‘new norm’ will The rise of socially and ethically
be able to create deep and enduring brand resonance conscious consumers
while helping their customers feel truly supported.
Marketers will need to pay close attention to their The survey found a growing social consciousness
customers and ensure that they adapt their CX strategy reflected in the importance consumers placed on staff
to address different groups with relevant messages, treatment (77%). Despite this, brands have some way
more so now than ever.” to go - only slightly over half (54%) of consumers agree
that brands are doing enough to ensure staff wellbeing.
Consumer priorities and concerns during Among the younger generation, attitudes are polarized
lockdown on this issue - Gen Z typically ascribed less importance

9 July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience