# PWYC COVID Brands are alleviating financial stress with special pay-what-you-can programs. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jun 17, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pwyc-covid ## Key Figures - Trend score: 2.2/10 - Evidence articles: 4 ## What is the PWYC COVID trend? **PWYC COVID:** During COVID-19, many companies have decided to offer their products, services, or a portion of them on a pay-what-you-can basis. These types of initiatives are launched as businesses seek to support their consumers while being sensitive about their financial situation during the pandemic. ## The consumer insight behind the PWYC COVID trend Consumers are experiencing some financial insecurity as the COVID-19 pandemic has effectively taken away jobs and opportunities. For some, this impacts their ability to afford necessities like food, shelter, education, and so on. This creates a demand for more accessible goods that allow individuals to be fed or to enrich their lives without placing further strain on their unique financial situations. As a result, many opt-in for discounted or flexible solutions in order to take care of themselves and their families without worrying about money. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 2 to Jun 17, 2020 - Published: Jun 17, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the PWYC COVID trend ### PWYC Initiatives Businesses are helping alleviate financial strain on consumers with pay-what-you-can programs in response to COVID-19. ### Discounted and Flexible Solutions Consumers are seeking accessible goods that allow individuals to take care of themselves and their families without worrying about money. ### Virtual Programs Virtual programs are becoming popular during COVID-19, especially pay-what-you-can classes and courses. ## What the PWYC COVID trend means for industry ### For Education Pay-what-you-can programs for education services could be offered to support students during COVID-19 and beyond. ### For Food and Beverage Pay-what-you-can initiatives on certain menu items can help restaurants draw in families during COVID-19. ### For Healthcare and Pharmaceuticals Pay-what-you-can options in online pharmacies can help make healthcare accessible to people affected by COVID-19. ## Workshop question How can your brand increase affordability for certain products/services? ## Trend signals for PWYC COVID Trend score 2.2 out of 10, from popularity 31%, activity 27%, freshness 9%. - Popularity: 31% - Activity: 27% - Freshness: 9% ## Examples of the PWYC COVID trend 4 featured examples from Apr 2 to Jun 17, 2020. - [Pay-What-You-Can Online Pharmacies](https://www.trendhunter.com/trends/online-pharmacy-cabinet): Online Pharmacy Cabinet is Helping Public Safety Amid Covid-19 (Category: Social Good) Implication: The pharmaceutical industry can benefit from implementing pay-what-you-can programs and direct-to-consumer delivery to improve accessibility and affordability. - [PWYC Kid's Meals](https://www.trendhunter.com/trends/hugos-restaurants): Hugo's Restaurants is Alleviating Stress from Family Life Amid COVID-19 (Category: Marketing) Implication: The restaurant industry can adopt PWYC menus to assist struggling families, while building stronger connections with their communities. - [PWYC Virtual Music Classes](https://www.trendhunter.com/trends/virtual-music-class): Sing Like A STAR Provides Classes for Children Through Zoom (Category: Social Good) Implication: Disruptive innovation opportunity: Integrating technology and virtual platforms into traditional music education programs to meet the changing needs of students. - [PWYC ISA Programs](https://www.trendhunter.com/trends/juno-college-of-technology): Juno College of Technology Aims to Offer Tuition Flexibility to Students (Category: Social Good) Implication: Disruptive innovation opportunity: Introducing innovative financial models to make education more accessible and inclusive. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)