Abstract

This paper reviews the potential impact of the COVID-19 pandemic of 2020 on global consumer traits, buying patterns, global interconnectedness and psychographic behavior, and other marketing activities. Eschewing the branding of generational cohorts by their birth segments (Baby Boomers, Millennials, Centennials, etc.), this paper focuses upon major historical milestones (JFK assassination, Vietnam War, Iran Hostage Crisis, Terrorism, 2008 worldwide economic contraction) and how those milestones had more effects upon future behavior than simply being born during a certain segment of years and labeling entire cohorts in that manner. The implications of this paper are to suggest to marketers the long-term behavioral shifts we could see from the COVID-19 pandemic of 2020, and the resulting shifts in consumer behavior.

摘要

本文回顾了2020年COVID-19大流行对全球消费者特征，购买模式，全球互连性和心理行为以及其他营销活动的潜在影响。通过按代次人群（婴儿潮一代，千禧一代，百年纪念等）来避免世代群体的品牌烙印，本文着眼于主要的历史里程碑（刺杀肯尼迪，越南战争，伊朗人质危机，恐怖主义，2008年全球经济紧缩）以及这些因素里程碑对未来行为的影响比仅仅在某年的某个时间段内出生并以此方式标记整个队列更为重要。本文的意义是向营销人员建议我们从2020年COVID-19大流行中可以看到的长期行为转变，以及由此产生的消费者行为转变。