The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them.
Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities.
Savvy entrepreneurs found smarter, cheaper ways to bring quality products to niche audiences looking for a better exchange with brands. The ability of DTC brands to translate product and service needs into greater value for the price ensured their early adopters became loyal followers.
Now, after nearly a decade of watching consumers abandon traditional brands in favor of DTCs, the pandemic has accelerated how legacy marketers must adapt and acknowledge that DTCs have hit on something powerful. With more unpredictable months ahead, what can marketers learn from DTCs about gaining consumer trust, driving brand buy-in and maintaining relevance?