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What impact has Covid had on your audience?

Rich Britton, 05 Jun 2021

It doesn’t matter if you’re B2C or B2B going deep on your audience when starting a business has never been more important. The impact of the pandemic is far reaching and has affected our lives in so many ways, one of those is the way we consume and purchase, so if you’ve done audience /consumer work pre pandemic it is well worth taking another look to see what’s changed. Has the persona of your bullseye audience habits changed? Have their media consumption habits changed which could impact how you market to them? Has your audience grown?

In this article we’ll explore what impacts the pandemic has had on consumer behaviour and suggest some questions you could ask yourselves about how to stay ahead of the curve for your start-up as we enter the post vaccinated world.

We’ve split the audience changes into 3 different categories:


  1. Wildebeest

Brought about or accelerated by the pandemic and here to stay

Super Charged Sofa Surfing

Covid accelerated the move to e-commerce, with three months of lockdown accelerating the level of ecommerce sales by four years.  In 2019 online retail accounted for 19% and in 2020 it accounted for 26.2%, aka £99bn of sales.

Add positive friction to the experience. In an increasingly transactional space, it’s not just about driving quick conversions, we also need to add positive friction to the D2C journey, friction that gives us a chance to harvest more first party data, that keeps customers with the brand for longer, that allows brands to talk to them more often, that keeps them coming back.

Questions to ask: 

  • Is your e-storefront as compelling as your physical storefront?
  • How can you add positive friction to the D2C space?
  • The need states, searches, times, devices and platforms that trigger a new purchase have multiplied, do you understand the new ways people interact with your category?
  • Ensure you do not disregard the old by asking ‘what has stayed the same in your category purchase journey?’


  1. Hedgehogs

Those things that “HIBERNATED” and we missed during Covid-19, but will be embraced again with renewed vigour

3rd Summer of Love / Roaring 20s revival

The country did not stop wanting to enjoy themselves, but over 2020 we all adjusted and limited our own expectations. We went from socialising to “sofalising” and special occasions have been reframed.

We know there is a lot of pent up demand for socialising, with 60% of the UK missing seeing friends and family the most and the success of the ‘Eat Out to Help Out’ scheme indicated the nation’s appetite to socialise.

Questions to ask: 

  • What role could your brand play in the social resurgence, how could you add value?
  • How does your audience feel about socialising? Are they early adopters or do they need more time?
  • What are the right moments and contexts to talk to your audience?


  1. Elephants

Long-term changes to anticipate and future-proof

Gen C

COVID has hit everyone hard, but none more so than young people.  Millions of young adults around the world have moved back in with their parents since Covid-19 struck. In the US, the share of 18- to 29-year-olds living at home is the highest ever recorded. While they are less at risk of developing severe forms of Covid-19, students and young workers are suffering from the pandemic’s economic fallout more harshly than other groups. The pandemic has also amplified previous trends including low wages, stagnant job markets and rising student debt.

Questions to ask: 

  • How can your start-up reach and attract different audiences living under one roof?
  • How can brands support young people in regaining financial (and living) independence?
  • Are you inclusive in comms, reflecting the lifestyles of all younger adults, including those who have been hit hardest?
  • Does your business behavior demonstrate a commitment to supporting younger colleagues who may have been negatively affected?


Rocket Studio can help you validate and quantify your audience with our proprietary tech and tools, please reach out to find out more.

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