World Consumer Insights

Trend - With businesses continuing to adapt to the changes that COVID-19 has brought on, airport retailers are turning to digital solutions that allow people to shop in a way that's safe. These solutions include everything from in-airport food deliveries to augmented product sampling.

Insight - The economic consequences that COVID-19 has brought on has resulted in businesses having to make quick and transformative changes in order to keep up with consumer demand. This demand comes with concerns from consumers about maintaining their health and safety, and brands are trying to manage those concerns with their bottom line.

Trend - When vacationing during COVID-19, North Americans are opting for trips that focus on the outdoors. Many of these consumers aren't experienced with outdoor activities like hiking, climbing, or kayaking and want to learn. In response, adventure tourism brands are offering slower-paced trips to accommodate the new surge of travelers.

Insight - The traveling industry has been drastically altered in light of the COVID-19 pandemic. The shelter-in-place restrictions and the increased time spent indoors have given many consumers time to reflect on what they want to experience in life–with many finding a preference for outdoor experiences. As "well-being" takes on a new meaning in the era of COVID-19, priorities have shifted with many consumers and they now looking to unplug and reconnect with the natural world.

Trend - Sustainability as a key trend is actively breaking into the spaceflight industry, as designers and startups are deploying various eco-conscious and reusable innovations in a bid to minimize space waste or ensure self-sufficient space travel.

Insight - Contemporary consumers are uneasy with the visible consequences of climate change, as well as the knowledge of the enormous amounts of waste found in oceans, nature, and even space. Many are using this discomfort as motivation to advocate strongly for more sustainable practices from brands, governments, and industries. This allows individuals to find some sense of purpose and gain peace of mind in their willingness to take action.

Trend - Emphasizing the growing food insecurity and the crisis of homelessness, not-for-profits are facilitating special tools that help bring the community together in sharing resources. Mutual aid networks throughout the world are rapidly increasing and these initiatives are often maintained exclusively by volunteers.

Insight - As the COVID-19 pandemic continues and many countries around the world are going into their second or third lockdown, individuals are recognizing that members of their community need support for survival. Aware of the financial toll of the virus outbreak, many are looking for ways to contribute and support those who cannot afford certain necessities like food or a home. In coming together, while maintaining COVID-19 safety procedures, individuals feel motivated and encouraged that they will overcome this difficult time.

Trend - As consumers are advised to avoid all non-essential travel during the COVID-19 pandemic, brands are looking to supplement the excitement of leaving the country through global flavors and travel-themed marketing.

Insight - The government-imposed COVID-19 health and safety measures have placed strict restrictions on consumer lifestyles and as the pandemic continues, many are starting to experience nostalgia for some of the activities that they could enjoy frivolously prior to the outbreak. In this space, individuals are looking to make the best of the situation and are increasingly receptive to novelty items as such products bring them some enjoyment through reminiscence.

Trend - As the travel industry looks for ways to recover, some airlines are opting-in to recreate the in-flight dining experience. While some are offering aircraft-themed diners, others are boasting produce or in-flight meal deliveries.

Insight - As the pandemic continues, contemporary consumers are looking for ways to diversify their time, both at home and outside. For many, novelty plays a strong role here. Embarking on a new experience—even a familiar one in a new setting—enables individuals to be entertained and distracted from their day-to-day reality. This results in them feeling less stressed and even a bit nostalgic about the things they enjoyed pre-pandemic.

Trend - Airlines are launching new scenic flights that depart and land in the same location. These scenic flights vary in time and typically offer consumers a guided experience alongside in-flight food and beverages.

Insight - At a time when most people are stuck at home and unable to travel, many are looking for unique experiences that satisfy their desire to travel. Many consumers are used to traveling weekly for both professional and personal reasons and miss the experience of travel just as much as reaching new destinations. These consumers want a change in their routine to alleviate boredom and see new sights.

Trend - Navigation apps are introducing new features that make travel or urban commutes more customizable for consumers—from apps that calculate one's route by avoiding dark streets as much as possible to ones that offer numerous different ways to reach a destination.

Insight - Exhausted by the demands of their busy schedules, many consumers are attempting to practice mindfulness more often in their day-to-day—whether it is finding a deeper connection with nature or generally slowing down This allows individuals to feel calmer and less stressed, ultimately avoiding burnout. In this space, many are prioritizing accessible activities that can be seamlessly introduced to their lifestyle.

Trend - Brands are launching outdoor collections that will suit the casual urban camper. These products are identified by the versatility they bring both to the urban, as well as the camping environment—from luxury-focused outdoor apparel that blends functionality and style to multi-purpose dining containers that can be used in the office.

Insight - Since consumers have had to cancel all non-essential travel and the borders of many countries remain heavily restricted, many are looking for ways to escape their homes in a safer and more accessible manner during the COVID-19 pandemic. In this space, many are opting-in for camping and other accessible getaways that are close in proximity. As individuals identify the equipment they need to make their plan work, they are looking to negotiate the versatility of products.

Trend - As traveling has substantially subsided during the ongoing pandemic, brands in the travel and hotel industry are launching special discounts, contests, and offers for unique experiences in one's vicinity. With features focusing exclusively on wellness, these initiatives are boasting a short-term change of pace for an individual or a small group.

Insight - Due to the government's orders, pertaining to health and safety during the COVID-19 pandemic, many individuals have diligently cancelled all non-essential travel plans and remained socially distant at home. As time goes on, consumers are becoming more and more restless in their personal quarters, especially if they share a space with family or roommates. Recognizing that they need a change of pace, many individuals are opting-in for short escapes that are convenient, safe, and nearby.