terça-feira, abril 21, 2020

"We will be different. We’ll make different product choices … Our hard wiring changes."

É claro que os Estados Unidos não são a Europa e não são Portugal. É claro que isto é chinês para quem tem direitos adquiridos. No entanto, para os outros, para os saxões que trabalham para saxões talvez faça sentido ter em conta isto:

For the moment that’s unknowable. But we can say with some confidence how this already traumatic experience will change the behavior of shaken consumers. In the near term, those who have income will save more of it if they possibly can. The dominant feeling of consumers in an economic meltdown is loss of control, and having money put away, even just a little, gives them a feeling of more control. Of the money they spend, they’ll spend more of it on necessities, again because they feel more control when their necessities are on hand.
“wrestling with necessities vs. discretionary products will play a huge role” in how retailers adjust through the pandemic. In the longer term, the pandemic experience will change consumers for decades. “We will be different,”
“We’ll make different product choices, consumption choices, human capital choices.” This is beyond economics; it’s neuroscience. A crisis experience is deeply emotional, and “stronger emotions get anchored more strongly in our memories,” she says. “Our hard wiring changes.”
We will buy differently. “Macroeconomic crises appear to leave long-term ‘scars’ on consumer behavior
They found, for example, that regardless of income, households that experience high unemployment personally or in the macroeconomy consume less, including less food, than other households. They use significantly more coupons when they shop and buy more sale items and products of lower quality, again regardless of their income. Such households also save more. Those effects fade over time but are still measurable years later.
households’ financial risk-taking is strongly related to how well or poorly markets have performed during their lives, and again, the effects are long-lasting. “Even returns experienced decades earlier still have some impact,” they report.
If past trends from serious recessions hold true, the pandemic might alter the economy’s structure, diminishing the earning power of the labor force—potentially for years."

Trechos retirados de "Has the Coronavirus Crisis Changed Business? You Bet It Has" publicado na revista Fortune de Maio de 2020

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