The Global lockdown: At home consumers
The way people experience and fulfill their needs has fundamentally shifted. It had marked impact on how we approach work, leisure, ourselves and the way we consume everything from content to products.
- The at-home consumer experience with time and space
A drastic slowdown of most activities outside of the home has increased the time we spend alone, with our loved ones, and in our own heads. And as boredom, anxiety, and uncertainty set in, people are looking for new ways to stay occupied, productive, and composed.
- The at-home consumer experience with work and leisure
Employers are looking for ways to both protect productivity and ensure team dynamics remain positive. And amid uncertainty around the future of businesses small and large, employees are trying to adjust and to think ahead. We’ve seen an increase in search interest related to “team building” (over 9%) as businesses start to plan for adjustments over a longer time period.
- The at-home consumer experience with self and others
People with a new appreciation for the importance of staying well are prioritizing their physical health, becoming more conscious of their emotional and mental well-being, and making time for self-care rituals.
- The at-home consumer experience with consumption and expenditure
Financially impacted consumers are taking a more conservative approach to discretionary spending as they focus on immediate needs — both material and psychological.
Business approach during a dynamic reprioritization
Together, these profound shifts in how people experience day-to-day life have created a dynamic reprioritization of the how, when, where, and why of consumption. Companies should rethink about their at-home consumers.
Here are three questions to pivot the approach to meet the needs of at-home consumers.
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- How are we providing help to consumers as their needs evolve?
- How are we adjusting to the new 24/7 consumption cycle?
- How are we embracing novelty to help consumers fight boredom?
