MANILA, PHILIPPINES– How do marketeers welcome the new year after the challenging one that preceded it? The recently concluded Creative Circle Conference foresaw 2021 as the NxtNormal—the incoming phase after the new normal has been established.
Collective displacement, as Accenture Interactive’s Fjord Trends 2021 put it, is the new challenge that ushers 2021 into consumers’ lives. While populations are experiencing global phenomenons, it still boils down to people how to cope individually.
Upscaling and up-skilling DIY
For those whose line of work is not creatively inclined, one of the things that was apparent in 2020 was the rise of do-it-yourself. With the scarcity of market products, everyone had to be resourceful and make-do with what’s immediately available. This is where Dalgona coffee, sourdough bread, and all the rage on the flora came out.
RELATED: 2021 will redefine the 21st Century, according to “Fjord Trends 2021” report from Accenture Interactive
As a result, tips and trick, life hacks, and best practices were put out through the world through digital means—be it on YouTube, or newer forms of video sharing such as TikTok; kumu; or even Messenger stories and IGTV.
In return, virtual and digital means have synced up to better cater to the assistance of consumers. Dentsu’s Brave New Normal report puts an emphasis on virtual assistants and its implication on the approaching dilemma between private convenience and public interest.
RELATED: Dentsu launches ‘Brave New Normal,’ dentsu Creative Trends 2021
Audio, alike the function of the Alexas and Siris of the world, has also found its place in consumers’ everyday routine. Archives of earlier editions of music albums; the sudden sprout of podcasts; home-based productions allowed a renewed appreciation for audio.
According to Spotify, music has transcended beyond a background noise but into a reflection of individual rituals and routines. Its Head of Marketing at Southeast Asia Jan-Paul Jeffrey said:
“Culture really happens in Spotify so music and podcasts are a mirror in soundtracking people’s day-to-day lives.”
RELATED: Spotify’s Philippine Trends Report opens brands to discovery in high-valued screenless moments
Sustainability on top
More apparent than the rest, the collective grinding halt of economies, governments, and business operations has paved way for nature to take a rest; and for consumers to see beyond the urban. Getty’s visual communications research has concluded climate and sustainability the glaring concern among APAC Countries.
RELATED: Getty unveils new research that shows climate and sustainability is still top concern in APAC despite COVID-19 pandemic
The result of the Visual GPS research found that the consensus into having a positive impact on the planet:
- 64 percent believe that it can be done by recycling;
- 60 percent push for stop the use of single use plastics altogether, and;
- 62 percent opt for renewable energy sources for home power.
Better days ahead
Yet, getting up after a recession is not unknown to the global economy. In WARC’s Marketing Toolkit for 2021, the uptick of the pause of brand activities is companies’ shift towards investment in performance marketing, which in turn accelerates the trend toward digital channels.
RELATED: WARC releases The Marketer’s Toolkit 2021, a guide to six major challenges facing brands in the year ahead
In the same report, the need for a white space on health and wellness was also highlighted: Health and wellness will remain centre-stage as the rebuild begins. A growing range of brands are moving into this space, adapting to cater to emerging consumer priorities around both physical and mental wellbeing.
Resonating with the pantone colors that set the tone for this year, a marriage of strength and optimism—those are PANTONE 17-5104 Ultimate Gray and PANTONE 13-0647 Illuminating—can take precedence whether in the virtual walls of business operations or the facets of one’s personal life.