New research from InPost has revealed how customers are becoming more supportive and embracing of local communities and businesses. In a survey of 2,000 British residents, 41% agree that they care more about their local area and have embraced community spirit since the start of the pandemic. Moving forward, 60% intend to keep shopping locally, and 58% will continue supporting independent businesses.
A similar study by community hub Nextdoor stated that 63% of its members will support local businesses more regularly. The survey also found that one in three customers claim to be using a new brand because of either innovation or the compassionate way the brand has responded during the pandemic.
Local considerations have always been important, but moving forward local support will play an even more important role in shaping our shopping decisions. Community-focused efforts are directly felt by customers, and it will be increasingly important for brands to embrace local shopping and commerce opportunities in the future.
Contributed by: Michael Krog, Sr. Integrated Planner, Integer London
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