The US is seen as having the biggest shift in how brands communicate in the pandemic in a global survey of marketing, brand, and comms directors. Nearly half of US respondents said brands have become more formal, compared with a global average of 37%. And 70% said they’d seen a change in brand comms, again well ahead of the global average.

The survey, by language and behavioral science agency Schwa, also showed that paradoxically more than four out of 10 believe that brands have become more “soft and fluffy” and almost a third are sending out meaningless updates.

According to another report from Bazaarvoice, 39 percent of consumers worldwide bought products from new brands this year, and 88 percent of those first-time purchasers indicated they intend to continue buying these brands in the future. More than half of consumers in the U.S. (51 percent) resorted to purchasing brands they hadn’t previously known about, likely a result of more well-known brands selling out their stock due to higher demand.

Forbes also reports that consumer loyalty has decreased as a result of the pandemic, adding another challenge to the many obstacles retailers already face. Their conclusion comes from a study conducted by Wharton Baker Retailing Center and WisePlum that indicates consumers experiencing problems or delays when ordering goods were 35 percent less loyal than those able to purchase products without complications.