Economic pressures over the past couple of years have affected consumer behavior, which in turn has affected how marketers see their relationship with consumers. Economic pressures that resulted in increased costs, price hikes to consumers, product shrinkage and shortages and more left consumers with a bad taste in their mouths and a distrust for brands. 

Marketers must now deal with consumer skepticism. Here are some ideas for managing today’s consumer needs:

• Manage social media responses. Over the past several years, brands have had to respond to criticism on social media related to product quality, service issues, social policy stances and more. How you respond and manage your responses will go a long way in determining how the issue will play out and how consumer trust is restored. 
• Accept that traditional marketing’s ship has sailed and embrace marketing’s new era. Marketers who have been in the industry for years have seen the marketing landscape flipped upside down from the effects of COVID and economic pressures. Spending time to understand the origins of consumer behavior to address their needs has been usurped by agile marketing and tactical plans to address issues in real time. You must be flexible and willing to make changes.
• Be relevant. You can no longer be all things to everyone at all times. Determine which groups and communities you want to resonate with and work to understand them. Generic content won’t work. To foster deep connections and create brand loyalty, you must deliver what your consumers want.

Change is hard, but once you accept its inevitability, you can move forward with purpose.