Our post-Corona world: new trends are being forged by brands and consumers

“A time of crisis is not just a time of anxiety and worry. It gives a chance, an opportunity, to choose well or to choose badly,” - Desmond Tutu.

The coronavirus pandemic has turned the world upside down. In the U.S., a majority of states are under a “Stay-At-home” or “Shelter-In-Place” mandate that has abruptly forced businesses and people to adjust to working-from-home. Setting aside the anxiety, stress and uncertainty that the crisis has created, this new world disrupts our tried and true processes and procedures, schedules and routines, big things and small things that we may have taken for granted.

Post-coronavirus, many things will not resume as before. No one is certain what the ‘new normal’ will be. Very likely, companies and people will have adopted new values, customs, behaviors, expectations, preferences, and outlooks on work and life.

Many companies have quickly adapted, while others are pivoting their products or services to better meet the current needs of customers and the market. For many, they have no choice but to reimagine and plow ahead as soon as possible. We’ve learned from previous disasters, the innate resiliency and indomitable spirit inherent in companies and people alike. Here are some trends unfolding now. Some are taking root for the long-term, while others may be temporary. 

1. Brands recalibrate to promote social distancing and safety
   Big brands from Starbucks, Coca-Cola, Audi and McDonalds are using the power of their market position to promote the importance of social distancing and public safety; in this case, they are amending their logos. Brands like Nike, ESPN and the NBA are spinning out creative online sports events that people can still enjoy from the safety of their homes. We can expect to see more innovative products and services surface, especially from hard-hit industries like travel, entertainment, and restaurants.
   
   

2. Experiences go virtual and many stay virtual
   Now that we’re learning to live our lives under a ‘at home’ mandate -- many have adopted Zoom or other online tools. Companies and people are learning how to make the best of their circumstances, and, in the process, they are being introduced to a range of physical activities that can be done online. Many virtual experiences are out of sheer necessity to gather and celebrate such as graduations for seniors, online church gatherings, online happy hours, arts & culture, visiting top museums, virtual wine tastings and tours, virtual birdwatching, and VR fitness tracking workouts within VR games. As people have more time to read, explore youtube videos, listen to music, play online games, expect demand to rise for more immersive technologies, from digital esports and online gaming to AR experiences.
   
   

3. Elearning gains mass adopters
   With extra free time on our hands, people are exploring the cornucopia of online learning with online courses from companies like Coursera, Udemy, Khan Academy and many more. Just as people have embraced podcasting over the last few years, the growth of online learning and online schooling will explode. Universities and schools will gain more expertise and confidence, increasing their support for online learning between teachers and their students.
   
   

4. Attention to hygiene
   People around the world will be much more finely-tuned to aggressive hygiene. Hand-sanitizer dispensers will start popping up permanently and will be everywhere: banks, airports, bars, restaurants, etc. Mini bottles of hand sanitizers will become a mainstay tchotchke giveaway at tradeshows. Handwashing facilities will be part of the new norm where people do not expect it like retail stores. Western cultures will adopt Asian ones with people regularly donning face masks, especially on airplanes, trains and crowded places. We'll also see branded facemasks from the biggest names, favorite sports teams, to social impact nonprofits promoting a message. Touching surfaces are becoming verboten with the public, so interactive events and museums will have to revisit and address this concern. Brands like Simplehuman that offer touch-free products from soap dispensers to garbage cans to door openers will benefit from increased demand.
   
   

5. Unsung heroes gain public support
   It took a pandemic for the public to recognize how vital our frontline workers are. Grocery clerks, warehouse workers, delivery drivers, janitors, food production, administrative staff, maintenance crews and all the brave health care workers are risking their own welfare and safety in the midst of this public health crisis. What kind of appreciation and other permanent actions might this crisis spur? A national holiday to honor them? A unique new custom to regularly tip essential workers for our heartfelt thanks? Many of these unsung heroes are low-wage workers who perform tirelessly, and often without a social safety net or healthcare benefits. Applause is not enough. Ideally, societal pressure will spur our state and federal government to seek permanent changes to healthcare and paid sick leave benefits for them. During the crisis, Walmart, Amazon and Target are just some of the companies that have provided workers raises or bonuses. Gig-economy employers, including Uber, Lyft, Postmates, and Doordash, are embroiled in an ongoing legal battle to reclassify their workforce as contractors. The action of these unicorns may quickly turn into a bigger PR problem for them as public backlash is growing stronger.