JANUARY
Bushfires in Australia kill or displace nearly three billion animals

FEBRUARY
Parasite wins the Oscar for Best Film: the first non-English-language movie to do so

MARCH
The WHO declares COVID-19 a pandemic

APRIL
3.9 billion people are under some form of restrictions in an attempt to halt the spread of COVID-19

JUNE
In the US, the death of George Floyd sparks protests which spread across the world

AUGUST
A deadly blast in a port warehouse tears through the city of Beirut, Lebanon

Cardi B & Megan Thee Stallion’s ‘WAP’ sees 93 million US streams in the first week of release

OCTOBER
In Thailand, thousands join pro-democracy rallies; the government declares a state of emergency in Bangkok

NOVEMBER
Kamala Harris is the first woman to be elected vice president in the US

Oxford, Moderna and Pfizer announce vaccine breakthroughs

IN A WORLD OF PROFOUND CHANGE, CONSUMERS ARE SEEKING ‘MORE….’

HEALTH & WELLBEING

  • 59% of consumers in Europe are now more conscious about their overall health as a result of COVID-19; 72% plan to eat and drink healthier as a result  – FMCG Gurus, May 2020
  • 41% of US adults struggle with mental health issues related to the pandemic, increasing to 75% among those aged 18—24 – CDC, August 2020

CONNECTIONS

  • 180 million more people used social media between July and September 2020 compared to the previous 3 months — up almost 2 million users per day – WeAreSocial, October 2020
  • Between April and June 2020, the typical internet user spent almost 7 hours per day using connected devices, up by almost a quarter of an hour per day compared to Q1 –GWI, Q3 2020

CONVENIENCE

  • Daily average global e-commerce sales and traffic measured 7% and 3% higher respectively in August 2020 compared to the previous year – Nosto, Q3 2020
  • Globally, the number of internet users in suburban areas that had purchased a grocery item online in the last month rose from 30% in Q1 to 34% in Q2 2020 – GWI, October 2020

PEACE OF MIND

  • 63% of global consumers say that things in their country are on the wrong track – Ipsos MORI, October 2020

ENTERTAINMENT

  • Consumers spent over USD 20 billion on mobile games in Q3 2020, up 5% from Q2 –  App Annie, October 2020
  • TikTok reached 100 million users in Europe in September 2020
  • Over 27 million players attended Travis Scott’s Astronomical concert, hosted in Fortnite

TRUST

  • 60% of consumers across 11 countries agree that during the crisis, they are turning more to brands they can trust – Edelman, October 2020
  • 73% of US adults said they were not too confident or not at all confident in technology companies’ ability to prevent the misuse of their platforms to influence the 2020 presidential election – Pew, September 2020

FAIRNESS

  • Globally, 86% of surveyed adults surveyed agree that, ‘I want the world to change significantly and become more sustainable and equitable rather than returning to how it was before COVID-19’ – Ipsos MORI, September 2020

IN 2021 WE SEE 11 TRENDS EMERGING…

Brandcare: getting ready for the new health economy.

For & Buy: cynical consumers demanding authentic ‘social justice’ initiatives.

Creative Challengers: see how brands are tapping into creativity to cultivate community.

Virtual Concierges: bringing the in-store experience into consumers’ homes.

Contactless Economy: eliminating risk in a disrupted world.

Skills For All: digital upskilling initiatives for employees and those left behind.

Green By Numbers: brands’ sustainability claims are under the spotlight.

Burnout: brands helping those burnt by the pressures of modern life.

Business As Social: consumers embracing new forms of social commerce.

Virtual Experience Economy: Digital experiences as a status currency.

Glass Box Brands: in an age of radical transparency, your internal culture becomes your brand.

If you want to know more about these trends and how they might impact on your brand and your customers, get in touch for a full insights presentation.

Contact imogen.judd@saintnicks.uk.com or call 0117 927 0100.