Written by Nikki Crumpton, Chief Strategy Officer at BeenThereDoneThat
There’s a lot of talk about behaviours during this Covid 19 crisis. How they are changing, how we are adapting and how we are devising new and ingenious ways to stay sane during lockdown. And the Discover.ai reports have been helping us decipher what that means for those in charge of brands and reframing their role in this new landscape.
One of the angles it has inspired us to explore is how this crisis has, and will continue, to impact on what people now think of as essential.
You’ve probably heard a lot more of the word ‘Essential’ in the last few months than you might have expected. And that’s because Essential has been one of the most thematic pieces of language during this crisis:
Societal and moral debates aside, this time has pulled into sharp focus what we as individuals deem essential. We’ve had a lot of time to think about the things that make existing truly livable, pleasant, enjoyable and give it meaning and it’s not the things that we thought it was before we entered the crisis.
It’s given us a new found appreciation of the people, the things and the rituals that matter.
What makes something Essential is not one thing, it is often a combination. But the products brands that are winning out have some factors in common. We’ve unpacked the Discover.ai findings, and cross referenced that with brand and market insights to unlock our themes of essentiality.
But what does all this mean when we move from lockdown to restriction and we face the mother of all economic pandemics that has been spreading and snaking its way round the globe faster than Covid 19.
The one thing that will be unique is lockdown has got us preparing for recession ahead of time. Recessions normally hit us overnight, markets crash and we are left scrambling to figure out how we will respond.
Brands need to be aware of an army of consumers who are already on a war footing. They are watching this recession coming over the horizon and they are ready... and this is the time for brands to really ask themselves the simple question “Am I essential or will I be deemed excess baggage?’
Our advice is look deeply at your essence as a brand, revisit what you thought were the right insights about the people who buy you, reanalyse what makes you special, and put that through the wash.
Make your own sacrifices, what are the sharp problems you need to solve, what don’t you need to do, and what’s going to help you put yourself in the pantheon of ‘Essentials’.
It might end up being essential work.
BeenThereDoneThat harnesses the world’s best thinkers to help fulfil a brand’s potential. If you would like more information then please visit beentheredonethat.co and also subscribe to the School of Athens weekly newsletter. It shares thinking for people who have been there done that, from people who have been there done that