The Next New – Five theses for brands
1. Be active, not opportunistic. Help and be a companion in this journey.
Routines have been broken and life now completely revolves around the home. This has revolutionized everyone’s everyday lives in a way that wasn’t supposed to be possible. People look for compassion, inspiration as well as help and tips on how to navigate chores and celebrations successfully. Opportunities for dialogue have opened. Media consumption has increased significantly. Consumption of news, shows on current affairs and entertainment has clearly grown. 41% now follow social media more than before Corona.
2. Accelerate innovation of products and services, keep the human in the core.
In a crisis the values, appreciations, routines and behavior of people change with unprecedented magnitude. Many of the old and familiar habits disappear and are replaced with new ones. The digital leap is now a reality not only on a personal level, but in workplaces and industries as well.
Completely new needs are born that need to be met with new products and services – not to forget reinvented bundles of existing products and services.
3. Storytelling more important than ever, positivity wins the game
Concern for health, economy and livelihoods and our everyday lives turning into identical days following one another depict this moment. People yearn for moments of joy and a break from all the hassle around us.
4. Concentrate on your customer’s journey – in all channels
Customer experience is expected to surpass price and product as the differentiating factor of brands in 2020. Corona accelerates and emphasizes this change even more. 42% of Finns have now used mobile or digital services in matters they’ve previously handled through customer service or other physical channels. Digital customer experience will be even more important to your business. The time to act is now, at the latest.
5. Be agile in reshaping your brand: Put your finger on the pulse and adjust to the new set of values with your entire brand
Meaningfulness is on the rise as crisis increase people’s need for a deeper purpose. Community, locality and responsibility strengthen their stand, whereas, in this moment, the importance of power and stimulation has decreased.
The meaning of frugality is now emphasized. 50% of Finns report spending less than before. For some this is dictated by their declining financial situation, but for many it’s also a value choice. Insights on “how little people can make do with” are born. Understand, create true value, help make good choices.
Because only change is interesting, we track the situation with The Next New reports as we move from the acute crisis and shock phase into a period of acclimation and conformity – and eventually to a time after Corona.
