The main lesson we learned from 2020 is that the future is unpredictable. Our latest Signals report provides data-informed guidance, rather than future-gazing hypotheses, on how brands can prepare to embrace the future with confidence, focusing on communication, action, and empathy.
The report explores the evidence of what we can expect for life beyond the pandemic to help plan ahead and provides an overview of the key consumer signals of the first quarter of 2021, a time in which some countries are seeing the easing of restrictions and greater confidence in recovery than 12 months ago.
This has been explored in three sections:
- Lifestyle negotiations: The key tension is how people will find balance; managing demands as well as prioritising desires and compromises that match expectations with obligations when it comes to work and relationships with others.
- Sense of novelty: Pent-up demand is high for experiences that were previously taken for granted, however, that doesn’t mean consumers will return en masse to tired or uninspiring offerings in shopping, fitness & wellness, and travel.
- Sense of occasion: As physical environments open up and we can share more occasions with others again, tensions between new and old habits may emerge creating opportunities and challenges for restaurants, fashion, and entertainment to navigate going forward.
Click here to download the full report: Signals: Navigating the pandemic, June 2021