Category
Lifestyle
Assisted Choices
Trend cluster
Category
Frontline
Support
Brands focus on supporting essential workers in the midst of COVID-19.
4.1
Trend score
Trend
What is the Frontline Support trend?
Frontline Support: As the COVID-19 pandemic continues, people, communities and businesses alike are recognizing the efforts of people on the frontlines--whether that's doctors, nurses or essential workers like grocery store staff. Brands are pushing to support these workers not just in their workplace needs, but in enhancing their quality of life.
Insight
The consumer insight behind the Frontline Support trend
For people who have had to continue their work outside the home, at a time when physical distancing is recommended for public health, risking their personal safety means that the basic functions of society are able to remain up-and-running for everyone else. These individuals require more than support and safety in their professions, but products and services that enhance the quality of their life so they're able to hold on to their mental health.
Trend themes
Themes within the Frontline Support trend
Three behaviours holding the trend together01
Frontline Worker Support Programs
With frontline workers being essential during the pandemic, many brands are creating support programs specifically for them, presenting opportunities for healthcare brands to gain positive public recognition by creating similar programs.
02
Contactless Delivery and Services
As social distancing became the norm during the pandemic, contactless delivery and services have become increasingly popular, prompting an opportunity for brands to shift their models to accommodate this new consumer preference.
03
Remote Work Enablement
The pandemic has forced many businesses to work remotely, revealing the need for tools and services that enable remote collaboration and productivity, providing an opportunity for software and IT companies to create more flexible solutions.
Industry implications
What the Frontline Support trend means for industry
Where the trend changes the playbookFor
Healthcare
The pandemic has highlighted the importance of healthcare workers, presenting an opportunity for healthcare brands to gain positive public recognition and support by creating programs that assist frontline workers.
For
Delivery Services
Social distancing has created a demand for contactless delivery and services, prompting an opportunity for delivery service brands to create new models that cater specifically to this need.
For
Software and IT
The shift to remote work during the pandemic highlighted the need for tools and services that enable remote collaboration and productivity, prompting an opportunity for software and IT companies to create more flexible solutions that meet the new demands of the workforce.
Workshop question
How is your brand supporting essential workers?
Trend signals
Trend signals for Frontline Support
Trend score 4.1 out of 10, from popularity 66%, activity 50%, freshness 9%.
Popularity66%
Activity50%
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 Frontline Support trend
4 featured examples from Apr 8 to Apr 20, 2020CategorySocial Good
Pandemic-Inspired Roadside Support
Porsche is Offering Roadside Assistance to Frontline Workers
Automakers can explore offering free roadside assistance or other support services to frontline workers.
CategoryLifestyle
Frontline Worker Support Programs
Elix Boasts the Everyday Empowerment Scholarship Amid COVID-19
Innovative solutions can be developed within the healthcare industry to provide better care and resources for frontline workers.
CategorySocial Good
Frontline Meal Delivery Donations
Butler Hospitality is Giving Away Meals to frontline Workers
Hospitality businesses can do their part in donating meals for front line workers to increase their visibility and build goodwill.
CategoryMarketing
Pandemic-Prompted Car Seat Giveaways
Doona is Giving Back to COVID-19 Frontline Workers
The baby care industry can support essential workers by donating products that make transportation easier during the pandemic.
