Rethinking 2020

A special report from

Refocusing on Health, Home and Humanity

RethinkingThe Coronavirus epidemic has put every brand’s 2020 plans into flux. We believe the best approach is to adapt quickly to the new environment and adjust existing plans thoughtfully.

Just as the SARS epidemic accelerated the adoption of e-commerce in China, the Coronavirus epidemic will have a lasting impact on consumer behavior.

Moving forward, the best plans will be those that identify new consumers drivers relevant throughout the crisis and beyond.

The New Consumer

Drivers

The crisis has already significantly increased our focus on health, shifted experiences into the home and heightened our focus on finding new ways to empathize and connect with each other.

We believe every responsible brand should be looking at these three accelerators and how they can adapt to them. Doing this well can help both people and business thrive in a tough time and beyond.

Consumer Driver

Health This crisis has accelerated people’s focus on health and wellness. Their lives now revolve around doing all that they can to stay healthy.

This shift in mentality has led to an unprecedented sense of collective responsibility. One where everyone is expected to lend a helping hand in keeping people and communities safe. This trend will likely create new behaviours that last beyond the short term crisis.

How It’s Playing Out In Society Snapchat launches health-themed sticker pack.

The sticker package includes educational messages backed by public health officials, including: "Stay Home If You Are Feeling Sick," "Don’t Touch Your Face," and "Wash Your Hands."

Whatsapp partners up to launch information hub.In partnership with the World Health Organization and Unicef, WhatsApp has launched an extension thathelps governments and health organisations combat misinformation and provide easier access to relevant guidance.

How It’s Playing Out In Society BrewDog addresses the sanitizer shortage.

BrewDog has followed in the footsteps of LVMH to produce hand sanitiser out of its destileries. Other companies, such as The British Honey Company, are now also stepping up to help mitigate shortages.

Takeout services launch contactless delivery. In order to work within the parameters of social distancing, as well as to ease people’s growing health concerns, delivery services such as Takeaway.com are changing their delivery protocol.

What actions will be important moving forward.

1. Having a hygiene strategy.Governments and health officials are going to continue imposing health guidelines as the crisis builds. We will see companies of all sectors releasing documents on what they are doing to protect the health of employees and their customers.

3. Using technology in new ways to support health.Because health services are so overwhelmed, there is going to be a growing need for apps and tech to help relieve the pressure and make people’s health upkeep more autonomous.

2. Offering daily inspiration to stay healthy.The need for creative ways to stay both physically and mentally healthy are going to grow as the crisis progresses. Sharing ways to keep active and stay up-to-date on health guidelines will become the new normal.

Consumer Driver

Home During this crisis, the home has become the epicenter of life. Though there has been a movement of people spending more time in the home space over recent years, the option now has been more or less taken away.

As many countries are banning citizens from stepping outside altogether, homes have become extensions of the office, gym, movie theatre and nightclub. People are feeling hungry for new ways to transform their homes into the ultimate entertainment hub. This trend is also likely to create new behaviours that last beyond the short term.

How It’s Playing Out In Society Netflix launches a shared streaming feature.

To help people overcome the barriers of social distancing, Netflix launched a Chrome extension that lets you watch Netflix remotely with friends and family.

Iconic museums are offering virtual visits.Google Arts teamed up with over 2,500 museums and galleries around the globe to help people experience them the comfort of their own homes. Universities are doing something similar, helping people explore new learning opportunities through free courses online.

How It’s Playing Out In Society Chipotle launches ‘Chipotle Together.’

To combat the boredom of self-isolation, the restaurant chain has created a virtual lunchtime hangout series on Instagram Live. It plans to launch a new episode everyday, and it will be featuring some of America’s most beloved celebrities.

Boiler Room live streams DJ sets.After having to cancel more than 40 shows, Boiler room decided to launch free virtual events instead. Every night, famous DJs from around the world broadcast live from their in-home DJ setups.

What actions will be important moving forward.

1. Adjusting for the home experience.New boundaries are a big obstacle households are going to be working to master during this time. Is ‘alone time’ when you have kids even possible? Can work and leisure be separated once you do it all under one roof? Answers to these questions will be highly sought after.

3. Putting a renewed focus on entertainment.While spending endless hours on the phone and in front of the TV is usually considered problematic, it is now going to become a lifeline for cooped up households. People will be trading music, TV and movie recommendations more than ever.

2. Offering virtual ways to socialize.People are respectful of the need to participate in social distancing... physically. What they can’t do in person, however, they will be trying to achieve virtually. Apps or websites that help connect people will be in high demand.

Consumer Driver

Humanity This crisis has forced people to put into perspective what is most important to them in life, and what makes them happy. In the process, people are learning just how resilient they can be in times of emergency.

We are learning about the many different ways people define happiness: from the lighthearted and amusing, to the helpful and cooperative. No matter how big or small, these efforts are helping keeping anxieties at bay by sparking much needed moments of joy. The closeness we all feel during this time is likely to last long after the crisis subsides.

How It’s Playing Out In Society

Musicians in Italy perform for their neighborhoods.Italians are showing the true power of music to unify a Nation in times of crisis. Everyday at 6pm people come out to play for their neighborhoods. Dozens of videos have already gone viral across social media.

Europeans honor their health workers.In countries like the Netherlands, Spain and Italy, citizens are coming together at certain times of the day to clap and honor the health workers at the frontlines of the crisis.

How It’s Playing Out In Society

Walt Disney World donates all its excess food.Earlier this month the entertainment franchise made the swift decision to close down all of its theme parks. To help support households in need during this time, they organized for every park to donate all excess food to local food banks and homeless shelters.

Kindness sign-ups for vulnerable neighbors.Around the world people are sharing spreadsheets and Google Docs where they can sign up to assist those in the community most vulnerable to COVID-19. The are helping with essential tasks such as grocery shopping and pharmacy runs.

What actions will be important moving forward.

2. Creating small moments of joy.These are anxious and uncertain times. Moments of positivity and joy throughout the day are going to become increasingly central to successfully coping with the crisis.

1. Facilitating and inspiring community action.During this time, vulnerable members of the community are most at risk, small businesses are paralyzed by the fear of shutting down, and opportunities to physically come together as a community are not permitted. Finding ways to positively impact these situations will be essential.

3. Celebrating National and Global togetherness.The crisis is bringing Nations’ closer together than they’ve ever been, by keeping people apart. It is a rare demonstration of cohesion, and something people are happy to celebrate.

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