Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Stability
Post pandemic, companies step in to help customers get back on their feet.
2.3
Trend score
Trend
What is the Branded Stability trend?
Branded Stability: Times of crisis can take emotional, physical, mental and financial tolls on many. During these times of volatility, consumers will respond positively to brands that provide support. Once these times of crises pass, however, the aftermath can leave a sense of instability that brands can still help alleviate.
Insight
The consumer insight behind the Branded Stability trend
A call for companies to demonstrate more benevolence can be observed in recent years due to consumers becoming more aware of systemic inequalities due to the access of information online. During difficult times, such as the COVID-19 pandemic, this call for companies to use their resources for good is no longer something consumers simply desire, but need. This extends beyond the thick of volatility and into its aftermath; ultimately, this helps create a connection and retain existing customers.
Trend themes
Themes within the Branded Stability trend
Three behaviours holding the trend together01
Branded Stability
Companies are expected to provide post-crisis support and resources to alleviate instability, creating an opportunity to connect and retain their customers.
02
Increased Benevolence
Consumers are increasingly seeking benevolence from companies, creating an opportunity for brands to demonstrate social responsibility and create a positive image.
03
Access to Virtual Programs
Consumers are looking for accessible virtual programs that can provide mental and emotional support, creating an opportunity for innovative virtual programs and mental health services.
Industry implications
What the Branded Stability trend means for industry
Where the trend changes the playbookFor
Telecommunications
Telecommunication companies can explore ways to offer extra data allowances and contact-free delivery options, providing support to customers during crises and afterward.
For
Retail Pharmacy
Retail pharmacy companies can invest in mental health programs to provide accessible support for customers, especially during crisis and extended stays at home.
For
E-commerce
E-commerce companies can provide interest-free cash advances to alleviate financial burdens on businesses with reduced cash flow, filling the gaps of traditional financial relief options.
Workshop question
What is one way you could help ease your customer's daily stress?
Trend signals
Trend signals for Branded Stability
Trend score 2.3 out of 10, from popularity 37%, activity 23%, freshness 9%.
Popularity37%
Activity23%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Stability trend
4 featured examples from Mar 31 to May 28, 2020CategoryBusiness
E-Commerce Cash Flow Influxes
Shopify Will Distribute Interest Free-Cash Advances Due to COVID-19
Shopify's interest-free cash advances are specifically designed to support e-commerce companies that have been affected by the financial burden of COVID-19.
CategoryTech
Increased Data Allowances
AT&T Will Give Its Customers an Extra 15GB of Mobile Hotspot Data
Telecom companies can offer extra data allowances and contact-free delivery options to attract and retain customers during the pandemic.
CategoryBusiness
Free Pharmacy Wellness Programs
Shoppers Drug Mart is Offering Free Mental Health Program Access
Pharmacy retailers like Shoppers Drug Mart can leverage free mental health programs as a way to differentiate themselves and provide added value to customers.
CategoryMarketing
Branded Rent Payment Promotions
Keystone Light Offers to Pay the Rent of 25 Lucky Fans
Opportunity for beverage brands to gain consumer loyalty and support by offering financial assistance through rent payment promotions.
