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This will be the new consumption model in the post-coronavirus era

April 25, 2020

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This will be the new consumption model in the post-coronavirus eraThis will be the new consumption model in the post-coronavirus era

The crisis caused by the COVID-19 corona virus is changing aspects of our lives that are not just related to health. This pandemic has components that increase pressure at the level of emotions and human psychology and change the way we consume it to this day, warned Laureano Moon, CEO of The Sprout Studio, a specialist in market and trend research Agency based in Paris, France.

During the live class “New post-coronavirus consumption model“Organized by s e IEBS through the initiative HomeSchool, Moon, along with his COCEO, Maurizio River, highlighted the behaviors, values, desires, demands, and fears that consumers experience in a post-pandemic scenario before companies have to think about different strategies for what they called “the new normal.”

From Paris, where they are coming to terms of detention, specialists for future trends and perspectives indicated that many take the 2008 crisis as a reference. However, this crisis is a real challenge because it not only affects the economy but is also hygienic. socially, economically, politically and psychologically.

This crisis will consolidate a critical mass of consumers who will change the social, cultural and economic paradigm, which will shape a new set of market demands that will drive a paradigm shift.

4 factors of change

The specialists identified four factors that are causing the changes:

  • Social isolation. People are social and when we are outside the group we tend to react. Despite the technology that contacts us, it does not replace personal contact and can lead to an increase in mental illness or conflict such as domestic violence. The detention has already resulted in hotels in Paris being operated for women suffering from domestic violence.
  • Fear of death. This unknown threat and the fact that you’re leading with an invisible danger make for more drama. Violent situations have been observed in pharmacies. People try to buy masks to no avail.
  • Great uncertainty. The feeling arises that everything is out of control. This has led to excessive consumption and accumulation, which is one way to take control and be more secure. On a positive note, studies indicate that this uncertainty has led to an increase in hearing.
  • Economic consequences. In the United States, the number of unemployed has increased by the millions, and in a capitalist world without a job, it means the loss of a purpose.

New consumer behavior

The drivers mentioned create a new critical mass that consolidates a range of new social behaviors, values, senses and consumer demands.

Many of these changes have already taken place and are being added to others that have a long-term chance.

Recognize inequality. It has already happened and has been discussed in public opinion, now fragility is democratized. The idea of ​​compensation was confused in an unequal society. That everyone faces this crisis creates a feeling of equality, but the crisis also marks the privileges of some. The aspect where social inequality is most often seen concerns people’s work. For example, not everyone can decide whether they want to stay safe at home.

Break of individualism. It has been shown that we are not alone in society and that the collective solution is the sum of the individual actions. If we stay at home, we can find a solution together and create the perception that the collective has more weight in the fate of societies.

Search for new senses. The frustration that you cannot change the context is compounded.

Prioritize the values ​​when consuming. The value of empathy will be one of the main values ​​that people will adopt. For example, the consumption value of unnecessary products is assessed. “We saw negative reactions to brands that didn’t understand the emotional shock,” said specialists.

Customize the digital space. Social distancing has found useful solutions on the Internet. Buy online as a remote job. In addition, people are using their creativity in new ways to create social interactions on digital platforms and services.

Strengthen immunity. We have found that people want to improve their physical and emotional performance and want to start improving products and services to improve their cognitive skills. There is another factor to the idea of ​​being able to emotionally cover ourselves when the context becomes toxic, which will make people improve their immunity to face the challenges, but for a while the context will be threatening.

Recognize everyday comfort. People are rediscovering the house as a space for various functions, including taking refuge from a biological threat. Comfort is paramount.

Autonomous ecosystems. Focused trend towards strengthening security in a threatening context.

Choose the proximity. We think about where we live, who our neighbors are and what businesses there are. Those who are closest become our partners. Also build empathy with those who have stayed, and at the end of detention, those who have stayed will certainly be selected and generate an upcoming scenario that will be more important for the future.

Return to human contact. People can be tired of standing in front of a screen. Analog experiences are transformative. Experience with a human face will play a fundamental role.

Promote the collective effervescence. People are looking for new ways to connect. We see hundreds of people dancing together or by the window. The desire to be together is called.

Virtual escape. With the travel ban and home restrictions, people are looking for ways to break new ground, for example by fleeing from art or through fictional stories.

Accelerate actions on a global scale. Many countries around the world reacted quickly and with extreme measures. Because of this crisis, other pressing issues like climate change could be tackled at the same rate.

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