Nearly a year into the global pandemic, what modern customers are looking for in the brands they interact with has permanently changed.  At the top of the list of customer priorities are health and safety.  Research from Volvo and Harris Poll found that COVID has altered the mindsets of consumers. In an unpredictable world, customers are looking for stability from brands they know and trust, which often translates into safety.  Despite economic uncertainty, Volvo has seen growth and success during the pandemic. According to Jim Nichols, Head of Product, Technology & Brand Communications at Volvo Cars, that’s because people know they can count on the company and its dedication to safety and stability.  In light of COVID, the consumer definition of safety has expanded to be much broader than it was before. Instead of just avoiding accidents, safety now includes giving people their own space away from the germs of others and mitigating an accident to not only reduce the risk but to decrease the severity.  Volvo’s research also found that consumers are now less likely to want to show off their luxury, largely out of respect for people who haven’t fared as well during the pandemic. Although many consumers want to invest in luxury products that prioritize health and safety, they don’t want to be viewed as opulent or over the top. Brands like Volvo that offer understated luxury combined with safety have seen strong growth in recent months.  Understanding that modern customers are prioritizing health and safety without wanting to look luxurious is only half the battle. Companies then need to take that information and apply it to the customer experience to deliver products customers want in a way that makes their lives safer and less complicated.  These measures can be large or small and often involve giving customers options to take care of things from home and without having to put their personal health at risk. Nichols says Volvo ramped up pilot testing for its valet service that has technicians pick up cars from a customer’s home or work, perform the maintenance and then return the car the same day. The customer doesn’t have to change their schedule or sit in a waiting room around other people. These solutions are always valuable to customers, but especially at a time when many people are concerned about their overall health and wellbeing.  Even after the pandemic subsides, the changed consumer mindset will linger. In light of COVID, modern customers want health and safety and are willing to prioritize that over other factors. Brands that can deliver health and safety in ways that make customers’ lives less complicated will continue to see success. Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here.