Gratitude: Changes in Action [part 2 of 3]
Change takes on different meanings for different people.
72% of Navigating to a New Normal respondents said they want some type of change in their lives when the events of 2020 come to a close.
The exact changes will vary depending on cohorts and circumstances. However, common themes have emerged that will redefine the frameworks that insights, marketing and strategy professionals rely on. Needs, jobs to be done, decision journeys, opportunity maps and dig sites will all need to be re-evaluated based on the future state we are rapidly moving toward.
This is part 2 of our 3-part share out of Chapter 7 of Navigating to a New Normal.
The New Scope of Socializing
Gratitude is the new macro trend emerging in 2020. It shows up in people being present and appreciating what they have. Additionally, appreciating the people that are close to them and surround them. People are looking to spend more time with their family as well as socializing with close friends. Yet 60% of people looking for change indicated they want to spend less time in crowded spaces. So where will we get together in the future? And what will we do? With 55% of urban residents seeking change indicating they want to reduce the amount of alcohol they are drinking, the rules may get rewritten on what the 3rd place looks like.
IMPLICATION:
For restaurants, bars and other hangouts, how do you create greater sense of intimacy and privacy? There may be an opportunity for cafes to develop evening programs that speak to this new desire to drink less but socialize more.
Spending and Saving
Tension exists for Americans when it comes to the national pastime of shopping. Nearly 2/3 of all respondents wanting change in their life indicate they want to save more. While 61% indicate they want to reduce their impulse shopping. This shift in spending and saving is having an economic impact as well, as this NY Times article points out.
What’s a retailer to do? All is not lost as a majority (54%) still intend to do most or all of their grocery shopping in-store while a plurality (32%) intend to do most or all of their clothes shopping in-store.
When household shopping:
21% intend to do most or all their grocery shopping online
54% intend to do most or all their grocery shopping in-store
23% intend to do a mix of online/ in-store shopping.
When Clothes Shopping:
29% intend to do most or all online
32% intend to do most or all in store
22% intend to do a mix
15% say they will not be shopping for clothes, shoes or accessories.
Experiential retail will remain important, particularly if shopping can continue to be a favorite pastime with friends and family.
Retailers also need to demonstrate they are taking the health and safety of their employees and their customers seriously. Wiping down carts and common surfaces, mandating masks and other hygiene practices can’t just be theater. Customers want the reality show.
IMPLICATION:
How are you preparing for a return of in-person shoppers? What experiential components can you add that will make it worth their time and money to visit you. How can your online presence better integrate with in-person? And what are you doing to make your customers feel safe?
The Joys of Cooking
What we’re eating and how we’re eating has rolled back to the point where it almost feels like the stereotype of the 1950s. People are realizing the benefits of this way of eating, particularly as they still have more time to cook and prepare meals at home. In fact, 62% say they are going to cook and bake at home more once the pandemic is over. And 55% are looking to incorporate different eating habits and foods into their diet.
This is another area where the needs of the consumer are going to evolve. If they are setting boundaries on their socializing, that gives them more time for food. But what exactly do they want to cook? What are the tools they might need to get the job done more effectively than their 1950’s grandma?
IMPLICATION:
What you thought you knew about home cooking occasions is changing. Get to know the new needs and build toward the future home cook instead of trying to reverse back into pre-pandemic eating styles. And if you are an away-from-home location, how will you make it worthwhile for your customer to return?
The Future of Hygiene and Safety
Second only to appreciating what they have, increasing hand washing and sanitizing is the top change people want to make (72%). Even those wanting things to stay the way they were before 2020 are willing to concede to a little more cleanliness.
IMPLICATION:
There are many questions to explore around new hygiene habits. How do you promote cleanliness without infringing on someone’s sense of liberty? What does cleanliness mean for your customers? How will your brand showcase it’s hygiene practices?
Up Next
This is the 2nd of 3 parts of Chapter 7 of Navigating to a New Normal. Part 3 of Chapter 7 is available here. In this final installment, we’ll look at the changes people are seeking around social issues, how they are modifying their life plans, and a final wrap up of where things stand today.
Part 1 of Chapter 7 is available here.
