Navigating the Never Normal
You’ve read it, you’ve experienced it and you can feel it in just about every aspect of your life. Everything has changed.
Four new lifestyle themes have emerged as a result of the pandemic, which present unique opportunities for brands to engage with these shoppers.
As the only reliable constant is of course change.
1. Work from Anywhere
2020 has caused a sea and tree change away from urban centres and seen a revival of rural.
“75% of City workers are reluctant to go back to their workplace full time”
Your shoppers have moved, as consumers have taken the opportunity to move away from the Central Business Districts (CBD) Simply because the requirements to be in CBD, has for now been replaced with the remote work phenomenon. This is clearly demonstrated in the fact that growth in regional rents is almost three times that of capital cities and both Sydney and Melbourne. Central Business Districts CBD’s have recorded a drop in shop visits of -47% and -65% respectively compared to last year.
What does this mean for brands?
Manufacturers need to realign their focus, looking at stores with an increase in shop visits over the past 6 months these willbe propular holiday destination that have seen an influx or long term rentals, and then segment those areas based on their brand share index compared to the national average. This will clearly identify the growing regions with strong representation as well as the regions in growth but in need of more attention as they are under-indexing against the national average.
2. Digital Debut
People are finding the digital experiences are not limited to watching streaming services as gaming and e-sports are become mainstream interests.
Australians spend 6hours and 13 minutes online daily
Australia is the 10th largest e-commerce market in revenue in the world, with 84% internet penetration E-commerce makes up 10% of total retail revenue. These factors and the forced adoption of online shopping by older demographics in 2020 mean that the proliferation of online shopping with continue to thrive.
What does this mean for brands?
It’s crucial for manufacturers to have a seamless Omni channel marketing strategy, meaning that there can no longer be discrepancies between pricing or campaigns between e-com and bricks and mortar, as consumers can fact and price check anywhere. And it’s commercially profitable to do so as a retailer recently found that their Omnichanel customers spent on average 2.1 times more than customers that only shopped in store or online.
3. Socializing in the Age of Covid
Australians are gradually returning to in person on premise events and gatherings. The pandemic taught us the importance of connection and support.
66% of Australians reported keeping a physical distance from others in March 2021
While many Australians are happy to be reunited and returning to social and public events there is still a large part of the population that is apprehensive and will need more time and reassurance. This is not the same among younger Australians between the age of 14 and 26 who are biologically driven to seek new experiences.
What does this mean for brands?
Venues and brands will need to reassure patrons to return with visible personal protection equipment such as glass or Perspex barriers and additional space between patrons. These present a new on premise branding opportunity to make the return to socializing fun not frightening.
4. Life Hacking
Shoppers are placing greater importance in their holistic health. Using food to maximise existing and new need states.
32% of young Australians experience high levels of stress.
Sleep and stress have become core concerns for many Australians, which has no doubt been further fuelled by the pandemic. This has seen sleep and stress supplements surge in popularity as well as lead more consumers to take a Life Hacking approach, which is a strategy or technique adopted in order to manage one’s time and daily activities in a more efficient way. This now encompasses food and beverage as consumers expect more from the things they consume. Like Sleep Friendly ice cream or mindful cocktails.
What does the mean for brands?
Know the role your product plays in their busy life albeit sustenance, calming or treating and further highlight functional ingredients were applicable.
Navigate the Never Normal
It’s all about understanding your place and position among in the chaos of change and clearly articulating your value to confused consumers with new behaviors and needs of this modern day world.
