Brands are making it easier for those forced to put celebration plans on hold
Trend - The COVID-19 pandemic has put many important life events on hold—ranging from birthdays to weddings—as consumers are forced to shelter-in-place. Brands are trying to elevate this burden with giveaways aimed specifically at people forced to postpone these milestones.
Insight - Consumers are facing considerable stress because of COVID-19 and worry about what it will mean for their futures. This especially impacts consumers who were forced to put important life plans on hold and creates added stress as these events are often time-consuming to plan and cost them financially. As a result, brands are trying to ease this burden for consumers by offering them financial incentives that will help elevate their losses. Brands that empathize with these consumer struggles will authentically foster a sense of trust and, ultimately, win consumer loyalty.
Insight - Consumers are facing considerable stress because of COVID-19 and worry about what it will mean for their futures. This especially impacts consumers who were forced to put important life plans on hold and creates added stress as these events are often time-consuming to plan and cost them financially. As a result, brands are trying to ease this burden for consumers by offering them financial incentives that will help elevate their losses. Brands that empathize with these consumer struggles will authentically foster a sense of trust and, ultimately, win consumer loyalty.
Workshop Question - How can you empathize with your consumers' struggles during uncertain times?
Trend Themes
1. Postponed Milestones - Brands are offering giveaways and financial incentives to consumers who were forced to put important life plans on hold because of COVID-19, creating opportunities for brands to authentically foster trust and loyalty.
Industry Implications
1. Event Planning and Services - As people are forced to postpone weddings and other important events, brands have an opportunity to provide alternative solutions and remote services that facilitate celebrations while minimizing risks.
2. Hospitality and Travel - With postponed plans for honeymoons and vacations and people looking ahead to booking travel in the future, brands can offer special promotions, flexible cancellation policies, and alternative options like virtual tours.
3. Food and Beverage - As people celebrate birthdays and other milestones in smaller gatherings, or even on their own, food and beverage brands can offer special packaging, personalized delivery, and custom cakes to add to the celebration.
