The world changed in 2020. Here are the consumer trends that can transform your brand in 2021.
JANUARY UPDATE
The world changed in 2020. Here are the consumer trends that can transform your brand in 2021.
After a little more than a year into the pandemic, consumers have entered into a new tempo of living. From entertainment and social activities to shopping and even exercise, the Internet has become more central to the way we live as restrictions will continue to see consumers spend more time at home through most of this year. Everything about how we work, play, shop, and consume has been digitally transformed. This is a historic time of transition with extraordinary opportunity for the brands who know how to pivot and react. Our new white paper, NAVIGATING 2021: EXTREME INNOVATION IN THE COVID ERA, speaks to the trends and approaches that brands can use to leapfrog competitors and find new markets in 2021.
Yes, Internet usage has radically increased during the pandemic, leading to a tectonic shift that's demanding deeper investments into digital platforms. The new trend increases the level of competition and drives heightened consumer expectations. In the case of ecommerce, there's been a 63.6% YoY increase according to SAP. Meanwhile, cited in a recent Deloitte study, 24% of us declared that they would even buy their next vehicle online if it’s available through that channel. Of course streaming services have seen a dramatic increase as we spend more time at home. News content has also seen a dramatic increase in the US according to Nielsen. We’re witnessing a 215% YoY rise in digital news consumption from March ‘19 to March ‘20. Oat the same time, video content global consumption has seen a 60% increase. All of this adds up to a massive opportunity for brands to transform how they communicate and sell; and aggressive brands in digital will leapfrog their competitors in 2021.
TREND 2: RISE OF DIY
Sales of health and fitness equipment more than doubled in the period from March to October 2020, soaring to $2.3 billion. Sales of treadmills lifted 135%, Peloton saw a 232% lift in sales YoY, and fitness and health apps saw a 47% jump from January to November 2020, with a total of 2.5 billion downloads. The Home Improvement category also benefited. Houzz reported a 58% increase in requests for services this past summer, while paint sales ballooned to 33%. Following the DIY trend, the automotive aftermarket saw a 14% lift as consumers while light duty shop equipment category rose by 24%, and automotive car care waxes and finishes increased by 16%. People also turned to their gardens at home. U.S. seed company W. Atlee Burpee & Co sold more seed than any time in its 144-year history. As the promise of vaccines and re-opening looms, and pent-up demand for certain experiences and services continue to rise, it's clear that consumers will be at home for the majority of the year, at least until the Fall, and home-based DIY projects will only continue to see growth.
TREND 3: COMFORT & HEALTH
2020 was a hell of a year. And everything from our relationships to our work to our mental health were impacted in some way. Understandably, consumers are concerned about the physical well-being of themselves and their families. Economic concerns are also pressing, with nearly a third of Americans worrying about making upcoming bill payments. While the Deloitte Net Anxiety Score is down 6% for American’s on January 6, 2021, mental health remains a concern. There has also been an increase in sales of comfort foods, as many consumers look to familiar favorites to sooth themselves and provide their families with meals they love. 68% are snacking more, 54% are exercising less, and 54% declare that they’ve gained weight. “Fans are leaning on communities, comforts, and something they can control – including going to their favorite brands for a sense of familiarity.” - Sean Greenwood, Ben & Jerry’s. Consider how your brand can create comfort in some way for your consumers and audience and take a relaxing and calming tone in your creative communication to authentically reach and support your consumers.
When you’re one of the largest producers of entertainment in the world and creating the newest platform to enter the streaming wars… you’re going to need a lot of help. After collaborating on hundreds of show titles, Discovery Network turned to the SCS creative team for another titanic challenge: help launch the new discovery+ platform with a brand new UX styling and sonic branding, in just a couple of short months.
For more than 75 years, Baldwin has been the hardware leader with a reputation for creating beautifully hand-crafted styling and design, state of the art innovation, and some of the most premium hardware to be found in the finest homes in America, even Jacqueline Kennedy Onassis was a fan. But even the best brands need a refresh after a few decades. SCS helped bring the Baldwin Brand up to date with an fresh new style that covered Baldwin and all the Baldwin sub-brands.
