What are the potential trends facing us when we get back to the “new” normal?
reliance on tried and tested brands; a rise in DIY at-home skills; more familiarity with digital offerings; flexible work arrangements and a prioritising of safety over privacy.
Virtual status symbols
Younger consumers and video gamers have long embraced virtual goods: we can now expect the coronavirus crisis to push the recognition that virtual goods can be genuine status symbols into other industries and demographics.
Even before COVID-19 triggered a global public health crisis and raised fears of a deep economic slump, people were facing rampant inequality, always-on social competition, the looming existential threat of the climate crisis and much more. Any organisation that can help improve people’s mental wellbeing will be welcomed with open arms.
The next direction for online shopping is interactive experiential and in real time. The recent crisis has seen the Chinese live streaming market grow even bigger, and this mix of entertainment, community and commerce will raise ecommerce expectations around the world.
Unruly have just released some really interesting research on how campaigns with Black Lives Matter messaging has been received. They looked at 4 ads in the US market for Nike, P&G, McDonalds and the NFL.
It seems like a lifetime since lockdown began, and we wanted to look at how audio consumption has changed over this period. Audio played a major part of our lives pre-COVID with the drive time listeners, the public transport podcaster and the pavement pounder looking to stay informed or for a bit of escapism on the way to and from work.