By Lauren Klug, Account Executive, RPG San Francisco
As a result of the coronavirus pandemic, both our work, personal and social lives have been forced to abruptly adopt virtual and digital solutions as a means to adapt and survive. This sudden introduction to new, alternative ways to socialize, shop, work, interact and care for ourselves has begun to reshape our habits and how we approach our traditional norms.
However, it is important to remember that there are multiple influences outside of the virtual and digital transformation that has influenced how our habits are changing. On the lighter end, easy and quick solutions such as e-commerce and working remotely have created platforms for efficiencies. On the darker end, these new behaviors are a result of the economic hurdles and threats to safety and livelihood. Together, both are creating these shifts in our habits and how we choose to live our lives. Our processes have been exposed to the convenience factor that comes with automation and digital tools, and those will leave an impression as we move forward, and states begin to reopen.
Introducing online and virtual solutions for tasks has provided the necessities needed in our daily lives with an added convenience element that we have never before relied on so heavily. What would you prefer: Driving all the way to the bank to sign an important piece of paper versus taking 10 minutes from the comfort of your home to simply e-sign it? Experiencing the long, tiresome commutes to and from work versus remaining just as productive with the added benefit of extra time when working remote?
On the other hand, businesses have begun to “humanize their brands,” to stay connected to their customers and keep them informed on any changes being incorporated into the usual business processes. Their marketing and brand influence has shifted to match and reflect the changing trends and interests. According to consumer-packaged goods (CPG) sales data from Oracle Data Cloud, in early May, 40% of weekly buyers for the average CPG brand were new to the brand, not having purchased the brand in the past 52 weeks. With the flexibility of online shopping or essential items being out of stock, we have begun to be more open to trying new products, brands and solutions. This extends across the board from new workout routines, new social gathering themes, etc.
Though we wonder, how many of these new habits are going to stick as businesses begin to reopen and some employees begin to return to their offices? With a strong effort to remain virtually connected while following social distancing orders, we are unintentionally changing our habits through the adoption of new routines. This digitization of everything has spurred a change in our social, consumer and working habits and many of these are here to stay.
About the Author
Lauren Klug is an Account Executive at RPG San Francisco, with extensive experience working with high-profile campaigns for both individual personalities and brands within the technology, entertainment and lifestyle industries.