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For CMO Professionals

What Consumers Will Do Next And Why

CMOs: Apply Four Risk Profiles To Understand Consumers' Pandemic Response And Recovery

September 14, 2020

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Why Read This Report

The COVID-19 pandemic has rocked businesses, forecasts, and expectations about consumer behavior. As changing conditions and looming uncertainties cloud consumer spend, which constitutes an average of 60% of GDP globally, business leaders must grasp how the emotions that drive behavior are shaping consumer desires and activities. CMOs should read this report to make sense of the most important emotions influencing current consumer decisions and to develop a view of which resources consumers will reach for next and why.

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Table of Contents

  • Consumers Face Tension: Get Back To Normal Or Protect Against Risk
  • Measure Consumer Perceptions Of Health And Financial Risk Together
  • Four Consumer Risk Profiles Reveal What Your Consumers Will Do

  • Recommendations

  • Blend Marketing And CX To Regain Risk-Averse Customers' Trust
  • Supplemental Material
  • Related Research Documents

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