New study: "The future after Corona"

Finally meeting friends and family again, finally going out, shopping and travelling again as well as catching up postponed purchases - that's what the Germans are planning to do when the Corona restrictions are lifted. These findings and further detailed insights are provided by the new Ad Alliance study "The future after Corona".

The study examines the impact of the pandemic on current and future consumer behavior. It also asks what remains of the "new normality" after Corona and how do people look into the future: According to the study, the values joy of life, enjoyment and fun will play a more important role than before. This can be seen, for example, in the positive assessments of catching up on product purchases and travels as soon as possible. But even serious issues are not being pushed into the background.

The interest in information remains high. The majority appreciates it very much when brands show social commitment (62 percent), attitude (56 percent) and responsibility for society (54 percent). The mood to buy and travel is present in many respondents, travel safety plays just as important a role in the choice of destination as financial security in the thoughtful and well-considered purchase of new products in times after Corona.

Download PDF of the AdA study.