Forces of Change: Exploring Our New Culture of Anticipation

Forces of Change is a collaborative effort to help understand the overarching themes of the changes in the consumer and cultural landscape.  A report covering these themes and consumer perspectives on five industry verticals – Healthcare, Shopping, Technology, Financial Services, and Travel and Tourism – is available for download here. Several industry leaders contributed their skills to develop a unique perspective on the impact of all the changes happening.  Sincere appreciation goes to BuzzBack, Consensus Point, Converseon, Embee Mobile, Panoramix Global, and Gen2 Advisors for their effort and dedication to make this work available to you.  There was also generous support provided by Greenbook, Blue Ridge Insights, and Prodege. The original research was conducted in April of 2020. We have stability in the main themes that we identified, though how the themes are presenting themselves have changed somewhat.

 

An Uncertain Present

A global pandemic is uncharted territory for everyone, particularly for consumers. People have been forced to adapt to personal restrictions, product shortages and job loss. They’ve experienced new realities when it comes to family, school, work, hygiene and entertainment.

As the days blend into months the uncertainty of the pandemic takes a toll. Buzzback research shows that feelings of restriction, isolation and anxiety are widespread and impact normal activities across all categories—cancelled plans, financial issues, working from home, less exercising, and concerns about the safety of visiting a doctor.

Consensus Point research shows that 94% of respondents predict that the most important development to feeling safe returning to normal activity is a vaccine. That’s when it will be safe to go back to offices, schools, stadiums, restaurants, and more.

With no answers in sight, the reality is that our only option is to live with uncertainty. The pandemic will undoubtedly change the world permanently in ways big and small. For marketers thinking about their customer, know that the generation coming of age will be defined by this pandemic and our global society will be scarred by devastating loss. Start redefining your customer profiles now and keep adjusting as new information comes in. Be a source of order and stability. Develop solutions that give customers a sense of control in their lives and in their relationship with your brand.

 

Sticking Together

Our need for each other, a common enemy and a shared sacrifice reminds us of what’s really important. We long for a coffee shop meet up, a kid’s soccer game and every kind of celebration that’s been missed. The essential workers that keep our lives and communities running have come into stark relief and the outpouring of support and compassion to these people feeds our souls, reminding us of and reaffirming our interconnectedness.

Converseon research revealed the important role that companies play as community leaders in this crisis. There is a heightened sense that companies have a responsibility to do what’s right by protecting the safety of employees and consumers, safe-guarding jobs, sharing sacrifices fairly all the way up to senior leadership, and responding with community relief efforts for those most affected.

A brand’s response to the crisis is a defining moment and companies are being scrutinized on social and traditional media. The 4A’s reported that “40% of consumers want to hear how brands are responding to the outbreak.” Those industries that responded immediately, like airlines and hotels, received positive social media coverage versus QSR that was slower to act. Brands who sit on the sidelines during the pandemic and the protests are called out on social media for failing to act and live up to their corporate social responsibility.

Social solidarity is a potent evolutionary force that will always power us through a crisis. But don’t underestimate consumers. Research shows that they have grown weary of empathetic ads focused on “these uncertain times”  Instead, rely on the tested marketing rule of “solve don’t sell.” Make a tangible difference now and focus on selling later. Consumers are already checking to see how brands behaved during the pandemic on sites like Did They Help.

 

Protecting Health and Home

Never has attention to health and safety been more important and top-of-mind. For many, adhering to shutdown orders is complicated by new sanitation needs, changed eating habits, interrupted activity patterns and anxiety from increased isolation and uncertainty. For others, fear was at the center of hoarding and the instinct to protect family and property. Now the pull of racial justice events and where and how to vote is posing additional challenges for how to stay safe.

Research from Buzzback shows that people consider ‘safety is the new currency.’ Brands will need to illustrate and visibly demonstrate how they’re incorporating cleanliness into their day-to-day experiences with consumers, whether it’s via products or product delivery

Embee Mobile app research showed clear evidence that technology has helped keep us safe and one of the biggest changes was the boom of the delivery apps. Staying safe at home also includes distance learning tools such as video conference classes, GoogleClass and school platforms like Canvas and Aspen, so teachers were able to connect, instruct, and assist keeping kids engaged despite the massive change.

Opening the economy is vital to restoring normal patterns, but without a vaccine, consumers will look for safety measures in every space from movie theaters to hair salons and to the workplace. Technology will be a dominant part of the solution. Long term, the focus on healthcare will change the industry and our understanding of public health. Household and personal hygiene will be a lasting habit and technology will be the go-to solution for school, entertainment, touchless payments, room entry and more.

 

Bottled Up

The limitations on people’s movements, social interactions and work have resulted in heightened emotions and pent up demand. . For some, daydreaming about travel keeps their spirits up. Others, tired of restrictions, have already welcomed loosening guidelines at beaches and parks.

Buzzback has identified an increase in “heightened wants” as the desire for the freedom to travel to any destination, to see and travel with family and friends again and the simple pleasure of planning trips. Also uncovered are “new needs” in services to protect the investments they’ve made in trips, to ensure there is proper disinfecting while traveling, and the awareness to now use more caution and vigilance when planning and traveling.

Buzzback also found a serious change in health-related behavior. People have put off the most fundamental use of healthcare with 2 in 5 people visiting medical professionals less and more than 3 in 10 visit a pharmacy or drugstore less.

On the other side of this equation, Embee Mobile app monitoring analysis tells the story of how technology is helping us fill many needs while we’re staying at home from Netflix to livestreaming to Zoom happy hours – technology is helping us find ways to keep connected.

For the near future life will be limited. However, people are naturally moved to rebuild the lives and freedoms they’ve always known and will gravitate to smart solutions.

 

A Blurred Future

The future is blurrier than ever. Change is happening so fast that even huge cultural shifts barely register. Adjusting to the pandemic has created new awarenesses, new habits and maybe a few patterns that could yield a few positives.

So, what could happen post COVID? Which changes will consumers embrace going forward?

 

Consensus Point research highlighted a few of the ways people predict our behavior will change:

• Consumers predict ‘visits’ with doctors will include both online and in-office, and mental health therapy needs will increase.
• People want to be prepared for the future, so they do not have to “panic” purchase if there is another outbreak. 90% of participants predict that medical supplies will be the types of products people will continue to buy.
• Because consumers have control of their vehicles and who travels with them, 96% say that driving will be the transportation activity most likely to return to levels before the outbreak.
• 95% predict that washing hands and practicing good hygiene will continue to help stop the spread and risk of disease.
• For most categories including financial services, the migration to e-commerce and home delivery or curbside pickup will be the new normal.

 

The pandemic is an accelerant for changes already underway and will have repercussions throughout the economy and society. 

• Take control of what you can: Bring your own business’ plan into focus through scenario planning, forward-looking research and keep innovating.
• Remote-first workforces will change office real estate, surrounding businesses, infrastructure and the environment.
• Virtual healthcare will bring access to underserved communities
• Inequalities laid bare will drive boardrooms and the election
• Automation and AI will be growing in acceptance for operational and economic realities
• Demand for equitable pay and the growth of unions/worker rights is just over the horizon

 

We don’t know where this will end up. But we do know that there is no “getting back” to normal.  When things become more stable, it will be in a different place with different behaviors and different values.

 

Click here to read the full report

 

Feel free to reach out if you want to learn more.  Thank you.