How the COVID-19 Pandemic is Challenging Consumption

Abstract

COVID-19 has led consumers to question their consumption patterns. Although some management research has already highlighted consumption trends resulting from the virus outbreak, very few studies explore how the current pandemic challenges consumption. Three trends are identified: the downsizing of consumption, emergence of anti-globalization sentiments, and negative consumer reactions to the misconduct of brands/companies. First, the lockdown was an opportunity for people to test a simpler lifestyle by reducing their level of consumption, having realized that over-consumption does not make them happy and questioned its negative impact on the environment. Second, the pandemic may reinforce anti-globalization ideas, leading consumers to move away from global brands in favor of local products. Third, companies and brands who commit errors such as putting their staff’s security and safety at risk during the health crisis are likely to be targeted by consumers. These trends are not new but have been enhanced by the current health crisis. These catalytic effects are expected to continue over the long term.