Across this country, businesses are all facing a new wave of challenges with a familiar resolve. Breaking through noise to remain relevant is incredibly challenging, but also rewarding. Consumers are evolving quickly: fragmentation is increasing at a rapid pace, and trends are hard to discern from shorter-term fads. We have a tremendous opportunity to make the connection between brands and their changing consumer, using data to listen to the moment.
Cleaning, or taking account of our actions over the past six months, feels like a chore that we keep pushing off. After all, we all jumped feet first into COVID’s impacts and managed each wrinkle with the precision of a ninja and the comfort of a fleece blanket. At least after the initial shock wore off!
Throughout the COVID-19 pandemic, Hart has explored in detail the ways brands must adapt to changing consumer values in the face of a global crisis. Most recently, we focused on the ways these values influence consumer behavior and the importance of addressing their ongoing evolution.
Never before have workers telecommuted on such a broad scale. Millions of people are trying to work from home – if they can, of course. And maintaining professionalism is still important. Just because you can’t knock on your coworker’s door doesn’t mean all workplace etiquette goes out the window.
The concept of authenticity is one that has long been debated, from water coolers to chatrooms. In a world where deep fakes are an ever-growing presence, and people believe reality and truth often exist independent of one another, how consumers value authenticity is a matter of increasing importance. In fact, an overwhelming 90% of millennials say brand authenticity is important, with nearly three-quarters of that group suggesting family and friends are the most authentic – that is, trustworthy – sources of social content.
Marc Paulenich has spent his career crafting strategies that influence campaigns and shift business planning in favor of critical thinking. Over the past few months Marc has toured the country speaking at conferences and with clients about preparedness and strategic planning in the year ahead. While every new year brings the usual doses of optimism, excitement and trepidation, 2020 seems a little different. As one meme states: we're closer to 2050 than we are to 1990.