Understanding The New Normal Consumer

Consumers shrinking wallets have sparked drastic shifts in spend, purchasing habits and routines as they try to cope with the harsh economic effects of COVID 19, a new report by marketing agency SCANAD shows.Dubbed 'Understanding the New Normal Consumer', the report aims to help brands understand the massive changes in the consumer environment as they try to adjust to a new way of living. Further, the report shows that a decline in economic activity in the country's main hubs has put immense financial pressure on Kenyan households and businesses. This has led to over half the employed populations receiving a salary cut, an estimated 435,000 Kenyans losing their jobs with upto 47 per cent of them relying on food donations to survive.

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