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New normal: Valentine's Day 2020 will be different for couples, says Google survey

Novo normal Dia dos Namorados 2020 será diferente para os casais aponta pesquisa do Google

According to a Google search conducted between the 18th and 20th of May, at least 63% of Brazilians will celebrate Valentine's Day in a different way this year. The study developed to understand the impacts of the pandemic on the special date was prepared online with the participation of 800 Brazilians.

With the recommendation of social distancing, 25% of the respondents said they will stop going to restaurants, while 22% canceled travel plans and 12% decided to postpone the celebration. In this way, most couples are planning to do something together at home, as was the response given by 35% of the participants. Other 20% said they intend to prepare a special dinner.

Read too: What is CRM in Marketing? Discover a little more about this tool and see its benefits.

New search interests on Google and more people with gifting intent on Valentine's Day

The idea of celebrating at home also led to an increase in interest in product categories related to this form of celebration. According to Google's balance sheet, 25% of lovers searched for new clothes, shoes and accessories. Flowers and cards appear next in the ranking with 24%, while food for meals and beauty and perfumery products were the target of interest, respectively, 23% and 18%.

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A surprise of the research was in relation to the intention to present. In previous years, the average number of respondents who intended to buy a gift for their partner was 20%. This year, a significant growth was observed, since now 22% reveal to have this purpose. Within this group, 43% declared that they will make the purchase over the internet.

Finally, respondents also stated that they adapted the gift, opting for gifts that are easier to buy (25%) and for products that minimize the need to exchange (23%).

Read too: Learn what SWOT is, a tool also known as FOFA

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Respect for women: research points out that brands need to improve the way they treat the female audience

Respeito às mulheres pesquisa aponta que marcas precisam melhorar a forma como tratam o público feminino

A study released by Kantar indicates that, for people, 61% brands should offer more respect to women, as well as listen and act on their, respective, opinions. Another number obtained from the interview of 2,000 people, including men and women, points out that 62% of the participants would like to see themselves represented in everyday situations, thus indicating that communication with the public still needs improvement, while 48% of the men interviewed, less than half, believe in this need.

Regarding the segments that most promote gender equality, 60% of the respondents said that the areas of beauty and fashion are the ones that most fulfill this role. On the other hand, the sectors linked to beer and automobiles need to make progress in this regard, since less than 45% of respondents consider that they are portraying men and women equally. Additionally, 46% of respondents miss the diversity of women in communication.

More respect for women: gender equality is among the UN Sustainable Development Goals

Between the Sustainable Development Goals of the United Nations (UN) is gender equality, which means not only more respect for women, as well as an end to all forms of discrimination and violence against girls and women in the world, but also the need for their empowerment, to ensure that all people have peace and prosperity.

Finally, it is also worth mentioning that the other items of the objectives are: poverty eradication; zero hunger and sustainable agriculture; health and wellness; quality education; clean water and sanitation; clean and affordable energy; decent work and economic growth; industry, innovation and infrastructure; reduction of inequalities; sustainable cities and communities; responsible consumption and production; action against global climate change; life in water; terrestrial life; peace, justice and impeccable institutions; partnerships and means of implementation.

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Report points out that consumers are more loyal to companies with a good ethical reputation

Relatório aponta que consumidores são mais fiéis às empresas com boa reputação ética

A survey of more than 8,000 consumers worldwide indicates that customers tend to continue to have high expectations regarding engagement, business values and brand reliability. The scenario, presented by the third edition of the State of the Connected Customer based on responses from people in 16 countries, it also raises the point that issues such as ethical reputation and social responsibility are gaining increasing importance.

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According to the report, just over 70% of respondents are placing more importance on reliability than a year ago, while 54% say it is more difficult for a company to earn their trust today. The study was also concerned with accounting for whether the opposite effect has occurred, that is, whether consumers have stopped buying branded products due to lack of confidence, and 65% stated that yes. 

A brand's ethical reputation also depends on how well it knows its consumer.

“Brands need to position themselves differently, they have to show that they are doing their part and that they share the same anxieties and concerns [of the public], that they really know their consumer. For this, it is necessary to clearly define its identity and strengthen it in the construction of an image with meaning incorporated into the company's vision and values", explains Renato Vincoletto, CCO of Alliance Comunicação.

Another data from State of the Connected Customer attests that 80% of the consulted consumers are faithful to ethical companies and 68% do not buy from institutions that have a tarnished image.

“A new era is being born, as a moment that demands courage from brands to review some paradigms, question hierarchies, broaden horizons and reassess their relationships in a movement towards the future”, completes Renato Vincoletto.

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