What: Psychology shows us that in a crisis, consumers favour the familiar.

Why is it important: If this also applies to the department store assortment, we should hold back on innovative products and marketing until consumers feel safe again.

In this psychology article from HBR, the authors argue that fear during a pandemic will lead human beings to favour what is familiar. Thus, although food consumption shows a surge of both health food and junk food, this is because consumers are pushed towards more familiar options which can be either, according to the consumer group.

It is perhaps therefore not the best time to innovate or think about new marketing strategies. If the same applies to apparel or fashion, then we should err on the side of conservatism.

In a Pandemic, We Buy What We Know