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What should brands do about this?
1. Gather information
To fit consumers’ current needs, first you need to identify what exactly those needs are for your unique audience—which will differ from virtually every other brand, even close competitors.
2. Position yourself
Once you know how your customers want to engage with you and your products, think about how this translates to your tone and messaging. Prove your brand is a partner to customers through educational and relational marketing.
3. Take action
Once your customers trust in your brand, you can create a customer experience with sensitive and strategic optimisations to organically guide them through the buying funnel.