You've probably read or heard somewhere the most clichéd phrase of 2020: the new normal.
The question that remains is, what is this normal? Does it really exist? Will people change their behavior? Or is it just a new way of 'romanticizing' the crises that humanity has always gone through - and will probably still go through?
So it is unquestionable that the world has not been the same since mid-March and that major changes have taken place. It's up to each of us, regardless of the role we play in society, to understand how these changes have impacted and will impact the world. Consumer behavior has changed. That's why brands are adapting to the new reality in order to understand and meet this 'new normal' through consumer-oriented experiences.
Undeniably, the world has been enveloped in a kind of time capsule and has compulsorily changed the way we live, relate and consume. Brands were automatically 'forced' to review their positioning and question their values.
In this way, a study published by R/GA, a New York innovation consultancy, points out some of the changes expected in this consumer behavior. It also points out the opportunities that brands should be aware of to bring a new experience to this consumer in the post-pandemic.
We have analyzed this study and come up with the most obvious insights that should not be overlooked.
1. Digital has marked its territory (and intends to stay)
Although it was already a reality for many, digital shopping is beginning to make its way into the lives of those who have not yet ventured into this online shopping experience. The reasons are diverse, such as lack of opportunity or practice, and even insecurity at having to 'expose' their data.
To give you an idea, in the webinar "Consumer needs in the new era: Breaking paradigms", held by IDC consultingOn June 24th, a study was presented in which 3,000 consumers from Argentina, Brazil, Chile, Colombia, Mexico and Peru were interviewed. 52% of the Brazilian respondents said they intend to continue shopping online.
Wine e-commerce Lovino launched its platform in mid-April 2020 and is seeing its turnover grow day by day, proving how consumer behavior has already changed in such a short time.
One need that must be met by brands is the security of these consumers' data.
2. The consumer has opened the door
With social isolation, people who had the privilege of staying at home had to adapt their environment to work and/or study. Leisure was 'adapted'. We have discovered the experience of watching concerts by our favorite artists through music lives, led by major brands. Physical exercises that used to be done in gyms have given way to home exercise apps.
That's why the key point that deserves attention is to understand how to create experiences for this consumer who is at home and wants to connect with a brand that meets their current needs.
Thus Café Garoa started its operations in the middle of the pandemic. It had to review its practices and think of new ways to connect with an audience that didn't know it yet. The result was its entry into delivery apps, which made it possible to send drops of affection with every order placed.
3. Focus on the collective is the new "make a difference"
Although the pandemic has brought different reflections for each person, what most of these reflections have in common is a focus on the collective. People and companies are thinking more about the common good. Companies are being asked to make a difference not only for customers and consumers, but also for their employees. This approach has led to questions being raised about business models that used to work, but are now in need of revision.
Here at Enredo, as soon as the pandemic hit, all the employees went home and started the new 'home office' working model. In order to make everyone's experience more pleasant at a time of so much fear and uncertainty, the team from Retail Design carried out a survey to understand the reality of each employee and their needs at the time. Tables and chairs were then sent to the employees so that they could build a comfortable workspace at home.
4. Location could be much better
Another reflection that came to the fore in the first days of the pandemic was the appreciation of local businesses. The realization that the big brands were unlikely to experience financial problems came naturally. We began to value local businesses to help them survive the moment. Thus, even in the post-pandemic, consumer behavior tends to continue valuing small businesses, giving preference to them.
In this way, we can mention the Goiás hamburger franchise, Uncle Bák. They have seen an increase of 60% in their turnover this year alone, compared to the old record set in 2018.
Uncertainties come and go
Uncertainties will always exist, but it's up to each of us to decide how they will influence our decisions and the next steps to take.
Understanding how each of these insights can be applied to the reality of your brand is an exercise that requires attention, and one that can only be carried out by those who allow themselves to be vulnerable and don't give up at the first scare.
As Brené Brown says: "Vulnerability is the cradle of innovation, creativity and change."
Cover image source: @unitednations - Unsplash
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
- Author's name