2020 has been a challenge — particularly when it comes to mental health. From online fitness classes to recipe inspiration and DIY projects — consumers have a renewed sense of appreciation for the simpler things in life as they carve out new mindful habits. While this has become apparent, what this will ultimately spell out for the industry is still up for discussion.
Facebook recently embarked on a report to uncover some of the trends that will have a lasting impact on health and well-being and what they mean for brands as they prepare their strategies ahead of 2021.
Here’s a breakdown of some of the key topics and findings.
Self-care as an essential ritual
During a time where widespread working-from-home arrangements have blurred the boundaries between work and leisure, wellness routines and creative pursuits have become instrumental in carving out “me” time. For consumers, this is regarded as essential for relaxation and as a means of entertainment in lieu of regular social events.
Per the report findings, over half (58%) U.S. consumers who have worked on a craft or DIY project for the first time as a result of the COVID-19 pandemic say this is an activity they could see themselves continuing to do for years to come. Further, 80 percent of Americans intend to regularly practice self-care post-pandemic.
What is the moral here for brands? Self-care is no longer a luxury but a necessity. Consumers are more likely to engage in mindful purchases with a treat yourself mentality as opposed to impulsive ones and crave opportunities to create small moments of serenity day-to-day. In turn, there is a tremendous opportunity for brands to step in and reshape their narratives in ways that empower the consumer to establish their own health-building habits.
Altruism and purpose
Seventy percent of survey respondents reported they are now more aware that human activity threatens the climate than they were before the outbreak of COVID-19. Roughly the same percentage (71%) of consumers say they’d lose trust in a brand forever should it be seen placing profit over people.
Beyond helping people care for themselves, it is table stakes for today’s brands to take a stand on social and environmental issues and consumers will be quick to flag when they don’t or an attempt is disingenuous. In this vein, customers want to be thought of as humans, not consumers, and have their values and interests reflected in the companies they support. More than ever, they want the affirmation their purchasing power is being used to create positive change.
The prioritization of brands to display human qualities including empathy, compassion, and kindness is not only one consumers look to in a brand’s external communications, but also across their organization. As an example, 55 percent of U.S. consumers find it important that a brand offers medical and paid sick leave benefits to all employees. In other major markets like the U.K., this figure is even higher at 75 percent.
Social listening and empathetic experiences
As the report refers to it, “future-proofing” is on the rise with consumers tackling tough, longer-term decisions amidst the uncertainty of COVID-19. This ranges from career choices to saving or relocating, and even lifestyle specifics such as diets. More specifically, 75 percent of global consumers plan to eat and drink healthier as a result of the pandemic.
In addition to self-care, this year peace of mind has largely been derived from planning and brands can continue to play an instrumental role in this regard as consumers seek safety and stability. Experiences are varied so this can present obstacles by way of not being able to lean back on a one-size-fits-all strategy. To overcome this, brands must lead with adaptability, practice regular social listening to ensure alignment with values and needs of consumers, and reflect this effort through empathetic messaging.
COVID-19 has not only sharpened the individual level of mindfulness but what it means to be collectively well as a society. Consumers expect brands to step up, be active listeners, and assume responsibility for their communities as definitions of care and wellness evolve. As the brand-consumer relationship faces growing complexity, marketers should focus on several basic questions as their guidepost including who are you marketing to, how can you appropriately target them, and how has their mindset shifted?
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