Socialization in the digital sphere becomes a necessity more than a habit
Trend - In tense and uncertain times, tech-specific relationship-building is becoming more of a need than a fixed habit among consumers. These services and the new ways consumers are using them are enhancing online relationships specifically, rather than functioning as a way to keep relationships going between meet-ups.
Insight - Self-reported loneliness was already considered to be an epidemic before the rapid and significant changes that have been made to peoples’ lives around the world in recent weeks. Now, being isolated in one’s home is quickly becoming a universal necessity, and the mental health risks related to long periods without social contact have the potential to be extremely harmful. Brands that are able to ease the burden related to current events by fostering digital social interactions between customers are quickly being viewed as a need rather than a luxury.
Insight - Self-reported loneliness was already considered to be an epidemic before the rapid and significant changes that have been made to peoples’ lives around the world in recent weeks. Now, being isolated in one’s home is quickly becoming a universal necessity, and the mental health risks related to long periods without social contact have the potential to be extremely harmful. Brands that are able to ease the burden related to current events by fostering digital social interactions between customers are quickly being viewed as a need rather than a luxury.
Workshop Question - How is your brand easing consumer burdens in times of individual or collective crisis?
Trend Themes
1. Digital Community-building - Brands that foster digital relationships will be seen as a need rather than a luxury as self-reported loneliness is considered an epidemic and isolation becomes a universal necessity.
2. Collective Streaming-enabling - Apps that enable group streaming of movies and TV shows will gain popularity as people remain indoors and search for social experiences.
3. Neighborly Networking - Apps that facilitate neighborly networking and social interactions will be increasingly popular in urban areas where people find it difficult to make connections with others.
Industry Implications
1. Social Networking - Social networking apps can incorporate features to promote digital social interactions among users and facilitate digital community-building.
2. Streaming Services - Streaming services can incorporate features to enable group streaming experiences to bring people together during times of isolation and social distancing.
3. Real Estate - Real estate businesses can explore neighborly networking apps to enrich their residential communities and promote social interactions within buildings and neighborhoods.
