The coronavirus outbreak is causing one of the most significant widespread behaviour shifts in…

The coronavirus outbreak is causing one of the most significant widespread behaviour shifts in recent times. 86% of consumers say they have changed their behaviour in the past month.

However, as people's behaviour changes, the fundamentals of behavioural science stay the same meaning, new behaviours unlock new triggers.

lluminera Institute’s, Ashok Sethi, has highlighted the following behaviours to consider when building out your marketing strategy:

• The virus makes us ultra-cautious – marketers need to ensure that they communicate positively and proactively, and contribute to assuage fears.

• Safety and trust need to be more integral to the brand offer than before.

• Sometimes, framing is more important than the messaging – it is not so much that marketers need to abandon their usual message; what is required is to put a new frame around it.

You need to consider the frame, and how best you can support, inform, and comfort consumers.

Last week 61% of Britons said they were very or fairly scared of catching the disease. With the increased fear, consumers are even more cautious, looking for more safety cues from anything they buy. As a result of this, safety and trust are two areas to focus on in your messaging with brands now having to work harder to win consumers trust.