Nextdoor, the online neighbourhood network, has published a study into the ‘localism’ trend that is impacting the marketing world post-pandemic, with one in four (26%) more likely to pay attention to an ad if the information relates specifically to them and their local area.
The study of 2,000 adults found that consumers across the UK are now engaging with their local communities as part of their purchase consideration, with 28% more likely to shop locally following the pandemic.
The way people consume and engage with brands is experiencing a more permanent change than originally anticipated from the pandemic as word of mouth marketing such as personal endorsements are becoming the key entry point for a lot of consumers.
“Meeting consumers where they are and highlighting the positive impact of a national brand on a local level is all the more crucial for advertisers,’’ said Emma Mondolino, Head of Business Marketing & Strategy at Nextdoor.
“Those brands that make use of localised advertising opportunities will be better placed to offer personalised choices to consumers.
“This is where Nextdoor can make a real difference by quickly making that connection between business and consumers to help build a social and localised presence all whilst ensuring communication is familiar, useful and personal.‘’
The rise of the savvy ad viewer
Whilst hyper-local personalisation can be an integral way to stand out to consumers, people are also more aware now of the way brands advertise their products and services.
A quarter (25%) of British consumers consider themselves savvy when it comes to ads and brand marketing.
However, 81% admit they can’t tell when a brand is being authentic and honest compared to when they are just trying to get more sales.
Subsequently, 36% ignore most ads they see on social media due to the content being irrelevant to them.
“With these issues of brand authenticity in mind, agency media groups are increasingly taking a ‘responsible investment’ approach, for which Nextdoor is well placed to satisfy.
“By ensuring that media partners are a ‘force for good’, national brands can focus on the positive attributes they want to be known for on a local level,” adds Emma Mondolino.
Conscious consumerism drives support for local communities
The shift toward localism is also driven by a rise in conscious consumerism, as people look to make ethical purchasing choices.
Moreover, 23% are more likely to shop with businesses which support their local community and 17% prefer to shop with brands that they consider to be adding value to their life and community.
Almost a fifth (19%) state they are more likely to shop with a business that prioritises giving back to the country with a further 17% more likely to pay attention to an ad which highlights the positive work a business does for their local community.
Paps Shaikh, Commercial Director at Nextdoor, said: “Brands have the opportunity to stand out long term by making the most of this concept of local.
“Nextdoor helps provide creative opportunities for brands to share a national message with regional or hyperlocal personalisation ensuring that your brand message is welcomed.”