A pandemic has a significant impact on brand communication right now, and everyone is wondering about its long-term effects. Certainly, we will be surprised by new phenomena that cannot be predicted at the moment and which will appear in the world of “new normality”. A more accessible way is to define a pandemic here, and now as a kind of catalyst that has fed some of the already crawling microtrends so that they gained momentum, others – even mass phenomena stopped almost overnight. And think about what this could mean for us, for consumers and for business. Here are some inspirations:
US, NOT ME
Moving away from individualism (everything in your hands) in favour of collectivism (together we can do more). In the face of global challenges such as the climatecrisis or pandemic,only joint action for the benefit of all can bring results.
SMALL, NOT BIG THINGS
The isolation period has taught the consumer to find joy in small things. The impending recession and slowdown will affect spending. Some industries will be more affected by this trend – especially those whose products and services are not essential, but rather about status and lifestyle
NOT, NOT SOMEDAY
Long-term planning in an unpredictable world has proved difficult. Consumers with less openness will approach this type of offer, and will rely more on services and products with less long-term planning.
HERE, NOT THERE
Now, due to the temporary stoppage of global supply chains, the locality is gaining more importance. What is local is close, familiar, safe and tested. It carries no risk, like foreign goods, which may come from coronavirus outbreaks.
MINE, NOT EVERYONE’S
Consumers will be more cautious about shared services, especially as sharing economy giants do not always have the same standards as traditional alternatives.
STORYDOING, NOT STORYTELLING
In times of crisis, consumers have appreciated the brands real efforts to improve the current situation. It seems that a narrative about values that has no support in the brand’s activities will lose authenticity even more.