New Ventures Consumer Insights

Trend - Brands are turning to content subscription services like OnlyFans to market their products during the stay-at-home era. While popular with creators and influencers, fashion brands, media publishers and others are just entering the game with exclusive behind-the-scenes footage and more.

Insight - Consumers are spending more time at home now more than ever due to the ongoing global pandemic and this is causing many to increase their online consumption. Turning to the Internet for anything from shopping and entertainment to socialization and work, many are becoming aware of the ubiquitous and accessible nature of digital platforms. Nostalgic for the exclusive experiences that they might have been privy to prior to the pandemic, consumers are looking to feel special by demanding limited content.

Trend - Airlines, resorts, and travel-related brands are planning for private or semi-private flights. While before such experiences have been considered luxurious, in the post-COVID era, these services seem more like a necessity for comfort.

Insight - Due to the COVID-19 pandemic and the government-imposed restrictions that have been in effect for many months, consumers have altered their habits and interactions for the sake of safety. As countries gradually reopen and the economy attempts a re-start, individuals are remaining wary and anxious in their surroundings. In order to feel comfortable, safe, and at ease, consumers are looking for more intimate services.

Trend - Real-world real estate might be destabilized due to the COVID-19 pandemic but the popularity of virtual real estate is surging alongside NFTs (non-fungible tokens). In this space, brands, consumers, and investors alike are interested in online assets and concepts of digital property.

Insight - During the COVID-19 pandemic, government-imposed safety measures have necessitated restrictions and even bans on physical activities and events. Because of this, the economy has slowed down, resulting in the loss of jobs and work-from-home pivots. As consumers inevitably spend more time indoors with access to the Internet, they indulge in researching and experimenting with new forms of entertainment, communication, and/or earning a living—whether that is due to boredom or necessity.

Trend - Alcohol brands are leveraging modern technology and material science to revolutionize their industry. New methods of manufacturing and product experiences are surfacing, allowing for more customized and precise approaches.

Insight - When it comes to the products they consume, connoisseurs in the digital age are interested both in the sensibilities of tradition, as well as the implications of modern technology. As such, many are looking for novelty experiences that allow for synergies between the old and the new. Driven primarily by curiosity and a desire for something refined, individuals are creating a demand for new industry approaches.

Trend - NFTs ("non-fungible tokens") are units of currency in the Blockchain ecosystem that cannot be replicated. Within the art and entertainment industries, creatives are selling their works as NFTs to monetize their music or art.

Insight - Ownership in the digital environment is precarious as many users are prone to pirate content and sidetrack paywalls. This is particularly affecting creative practitioners and digital content creators financially. Accelerated by the COVID-19 pandemic which has ensured the economic stagnation of the industry, many individuals are looking for new and innovative ways to sell their work, while also gaining some control of it on the Internet.

Trend - Restaurants, bars, and speakeasy-style establishments are debuting annual and monthly subscriptions that will give consumers access to Chef-curated meals, special events, entertainment, pantry boxes, and more. This move is a direct response to the government-imposed COVID-19 restrictions and seeks to increase loyalty.

Insight - Contemporary consumers are feeling fatigued from months of physical distancing and staying at home. In this space, many are looking for ways to diversify their time and stay positive—whether it is treating oneself to luxury experiences, curated entertainment, or something else. Since individuals are doing their best to maintain the health and safety guidelines defined by governments around the world, consumers are demanding, for added peace of mind, that the businesses they opt-in for are taking appropriate measures to curb the spread of the virus.

Trend - Thanks to their flexibility, food trucks are alleviating the economic stress for consumers and businesses during the pandemic. While designers are envisioning how mobile concepts can help restaurants struggling during COVID-19, charitable food trucks are supporting local communities.

Insight - Business owners are struggling financially to keep their business afloat, while others are looking for ways to support neighborhoods in need. As a result, many are looking for new ways to reach customers or pay it forward during the COVID-19 pandemic. In this space, individuals are prioritizing flexible and safety-focused solutions because they are aware that full compliance with the government-imposed restrictions will enable consumers and employees to feel more comfortable and secure.

Trend - Whether it is in the form of therapy, a branding technique, or a product/experience, companies are increasingly exploring the potential of magic mushrooms or truffles in the context of the contemporary market. These experiments are conducted legally and entrusted to the guidance of experienced professionals.

Insight - Openness to new experiences is something that contemporary consumers are attuned to—especially individuals who are part of the Millennial and Gen Z demographics. Many seek out ways to satisfy their growing curiosity and this is made possible in various industries thanks to the rich, unique, and diverse product offerings. In this space, individuals are expanding their sense of adventurism and are, therefore, creating a demand for increasingly daring and impactful experiences.

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 - Companies across industries—from restaurants to airlines—are considering and launching rapid COVID-19 tests as a service to their guests. Given the limited availability of these tests at the moment, the option remains rather exclusive and available to higher-paying customers.

Insight - Consumers are eager to resume their normal lives, however, certain liberties—like dining out at a restaurant or travelling by air—carry substantial risks for their health. Conscious about the implications of their actions in the age of COVID-19, many are striving to place a premium on personal wellbeing and that of others. As a result, consumers are considering the hygiene and safety guidelines that each business follows. This, in turn, informs their level of comfort and allows them to make a calculated risk.