Category
Lifestyle
Assisted Choices
Trend cluster
Category
Postponed
Milestones
Brands are making it easier for those forced to put celebration plans on hold.
4.5
Trend score
Trend
What is the Postponed Milestones trend?
Postponed Milestones: 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
The consumer insight behind the Postponed Milestones trend
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.
Trend themes
Themes within the Postponed Milestones trend
1 behaviours holding the trend together01
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
What the Postponed Milestones trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How can you empathize with your consumers' struggles during uncertain times?
Trend signals
Trend signals for Postponed Milestones
Trend score 4.5 out of 10, from popularity 69%, activity 56%, freshness 9%.
Popularity69%
Activity56%
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 Postponed Milestones trend
4 featured examples from Apr 15 to May 12, 2020CategoryLifestyle
Beer-Branded Wedding Gifts
Busch Beer is Giving Couples Postponing Their Wedding a Year of Beer
The wedding planning industry has an opportunity to create new services and packages tailored to virtual weddings and postponed celebrations, catering to the changing circumstance…
CategoryMarketing
Postponed-Wedding Giveaways
Hotels.com Will Give Couples $5k for Their Future Honeymoon
Hotels and travel companies can create new services to help couples plan their dream honeymoons with the $5,000 provided by Hotels.com.
CategoryMarketing
Postponed Legal Birthday Giveaways
Keystone Light is Giving Newly Turned 21 in Lockdown a Gift
Alcoholic beverage companies can create innovative solutions such as at-home DIY cocktail kits or virtual happy hour experiences to cater to customers who want to enjoy their favo…
CategoryLifestyle
Quarantine Cupcake Deliveries
Baked by Melissa is Delivering Birthday Cupcakes in Lieu of Parties
Companies can pivot to offering virtual birthday party planning services and online experiences to help people celebrate special occasions from home.
