Medium Term Adjustments: Help People Build New Habit Loops

Medium Term Adjustments: Help People Build New Habit Loops

As new routines take hold, brands need to protect established brand habits and seize the opportunity to grow new ones. The first window of opportunity was in March-to-April, but habits are continuing to “settle” even as we move through the summer months.

Yes, people are online more. But that's not all that’s changed.

Behavioral Observations + Insights for Marketers

BIG SHAKEUPS IN PEOPLE’S EVERYDAY BEHAVIORS BIG SHAKEUPS IN SERVICE AND DELIVERY FORMATS
  • More crafting
  • More grocery delivery
  • More self-care
  • More online banking
  • More walking
  • More telemedicine
  • More nostalgic activities
  • More online worshipping
  • More big-screen watching
  • More Zoom-based socializing
  • More all-family activities
  • More local media
  • More drinking
  • More livestream education
  • More smoking
  • More talking on the phone
  • More gaming
  • More online co-watching
  • More eating
  • More streaming music
  • And on and on
  • And on and on
  • TOP TIPS

    • DO keep your customers close and make things easy for them. When habits are disrupted, people reconsider loyalties. Channels may change, but logins shouldn’t.
    • DO scout out new target groups and new consumer behaviors. Look for new segments that may becoming into market, and consider how emerging habits may naturally translate into emerging marketing opportunities.
    • DO consider new ways people might think about your offering. Look for changing perceptions and adjust accordingly (e.g., a brand that was “boring” may now feel “safe”).       
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