Now more than ever, it’s important for businesses to be nimble, responsible and openly transparent in their communications. Consumers are looking for companies to take action and help stop the spread of COVID-19, and they expect companies to be actively changing the way they do business to focus more on people and less on profit.
Like you, at d.trio we turn to a variety of trusted resources to keep up-to-date on the latest findings and trends on consumer behavior. We’ve highlighted some key insights from the latest JWT Future 100 trend report (recently updated to include implications from the pandemic) to help you navigate the ever-changing landscape of business and marketing.
- Messaging: No surprise here – messaging has always been a key component. But people are seeking good news and they’re reacting positively to brands and companies that deliver it. Find ways to incorporate positive, uplifting messages in both your language and your visuals to assure your readers that you’re actively working towards a healthier future.
- Digital: You’ve already seen a huge increase in digital technology – whether it’s TV programming, virtual museum tours or your seventh online meeting of the day (on the seventh different platform). It’s here to stay and the opportunities are boundless. Expect to see more tools and enhancements in digital technology with improved performance, ease and efficiency. And keep looking for ways to bring your business to life in the digital environment.
- Adaptability: What worked in 2019 may no longer be applicable in 2020. We’ve seen companies transform themselves from car manufacturers to respirators, and from perfume makers to hand sanitizers. There’s been a huge swing in what consumers deem important (or essential) in today’s environment. Take some time to reimagine your business. What it is now and what it could be in the future.
- Image: Regardless of what your core business is, the focus has turned to health. According to JWT, every business is now a health business. And every company must respect consumers and employees by providing appropriate protective measures. Photography should incorporate social distancing. And tonality should focus on people over profit.
- Generation Z: Today’s youth are at a huge disadvantage – emerging from colleges with an uncertain future, or suffering from a disproportionate number of layoffs in the retail and food industry. Our financial clients have a huge opportunity to educate and influence this new generation. Providing financial guidance and assistance now could help position you as a resource for them for decades to come.
Check out the full report for the entire list of 25 trends to watch in the months ahead.