038: The Great Toilet Paper Crisis of 2020

We all remember March 2020, during the beginning of COVID-19, when everyone was hoarding toilet paper. With the many changes that came with the pandemic, we all needed to adapt to the situation, leading to several changes in consumer behavior. What can we as marketers learn from these behaviors?   Today’s articles analyzed consumer behavior during the pandemic, such as how individuals reacted, coped, and adapted to the new normal. The initial REACT phase during the beginning of the pandemic led to an 845% increase in consumer household spending and hoarding behavior. Do-it-yourself (DIY) projects became increasingly popular throughout the pandemic, consumer's views of brands changed, and even the way we consumed changed.    How can we as copywriters take these lessons to write powerful copy? With all of these traumatic events during the pandemic, it’s important to be trauma-informed and build trust with your clients.    What To Look For In This Episode: Changes in consumer behavior during COVID-19. How we can learn from the purchasing behavior of individuals during COVID-19. How to implement trauma-informed marketing.   Journal Article: I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7241317/pdf/main.pdf Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of business research, 117, 124–131. https://doi.org/10.1016/j.jbusres.2020.05.028   Resources: Register for the Personal Brand Accelerator workshop – geoffkullman.com/workshop Grab a free resource on my site to be on my email list – geoffkullman.com/resources  How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com Brand Voice Template – brandvoicetemplate.com   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com    Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!