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How is Covid-19 changing
the way we behave online?
UNPRECEDENTED? Introduction
Our thought leadership
Unprecedented? is the latest addition to
our public facing research and...
UNPRECEDENTED? Introduction
Who we work with
The most pioneering global
brands in the world.
3
UNPRECEDENTED? Introduction
Introducing
Unprecedented?
A series in which we explore how
much Covid-19 has really changed
t...
UNPRECEDENTED? Introduction
Introducing
Unprecedented?
A series in which we explore how
much Covid-19 has really changed
t...
UNPRECEDENTED? Introduction
Who ran the sessions
Mobbie Nazir
Global Chief Strategy Officer
Lore Oxford
Global Head of Cul...
UNPRECEDENTED? Introduction
TORONTO
NEW YORK
LONDON
PARIS
BERLIN
MUNICH
MADRID MILAN
DUBAI
SINGAPORE
BEIJING
SYDNEY
TOKYO
...
UNPRECEDENTED? Introduction
Who contributed
We filtered our findings through a panel of
experts both internally and extern...
UNPRECEDENTED? Introduction
Unprecedented
or not, swathes of
new behaviours
have emerged
during this time in
terms of how ...
UNPRECEDENTED? Introduction
We can’t predict which
will last, as we’re still
operating in a unique
environment.
Even as ec...
UNPRECEDENTED? Introduction
But we can interrogate some of
the most interesting behaviours to
make an educated guess...
11
UNPRECEDENTED? 12
NEW BEHAVIOUR
EXISTING BEHAVIOUR
UNPRECEDENTED?
Firstly, is it truly new,
or is it part of an
existing b...
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13
Secondly, does it speak to
an existi...
UNPRECEDENTED?
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14
Amplifications are fa...
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15UNPRECEDENTED?
HOME DE...
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16UNPRECEDENTED?
Substit...
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17UNPRECEDENTED?
SUBSTIT...
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ADAPTATIONS
UNPRECEDE...
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19
ADAPTATIONS
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UNPRECEDENTED?
How is Covid-19 changing
the way we connect?
23
UNPRECEDENTED?
Covid-19 has led to some
major disruptions in the
way we communicate...
24
More time at home,
less time wit...
UNPRECEDENTED? 25
This isn’t just about
our immediate
loved ones, either.
UNPRECEDENTED? Connection
Inner Circle
Family,
c...
UNPRECEDENTED?
What are the key
behaviours
defining the ways
we connect during
Covid-19?
26
UNPRECEDENTED? 27
Public
Spaces
People have been
replicating the feeling
of public spaces with
strangers through social
UNPRECEDENTED? 28
Before Covid-19
Third spaces were an important part of how
we socialised, defined by a lack of ownership...
UNPRECEDENTED?
Club Quarantine is an
LGBTQ+ nightclub
hosted on Zoom
Canada / Global
Rebel Book Club is a book
club that’s...
UNPRECEDENTED? 30
At Dr. Martens, our social
communities have become key
spaces for people to meet,
engage and connect. We...
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UNPRECEDENTED? 34UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
For any products launching towards the
end of thi...
UNPRECEDENTED? 35
Intergenerational
Media
People are connecting
with their families
by merging their
media habits
UNPRECEDENTED? 36
Before Covid-19
Media habits between generations were
highly differentiated, meaning it was often
a barr...
UNPRECEDENTED?
Families are coming
together around the
'family hearth' of TV
Europe
Families are making
TikToks together a...
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UNPRECEDENTED? 41UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
Older audiences have gotten a crash
course in dig...
UNPRECEDENTED? 42
Local
Spirit
People are more invested
in their immediate
offline locales and
communities
UNPRECEDENTED? 43
Before Covid-19
Recent years have seen a rise in conscious
consumption – a growing desire to redirect
sp...
UNPRECEDENTED?
Bars and restaurants have
launched GoFundMe
pages, tapping into local
communities to survive
the pandemic
G...
UNPRECEDENTED? 45
With people being more
engaged with their immediate
locales, they’re also noticing
the issues. Take the ...
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UNPRECEDENTED? 49UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
For big brands that are perceived to be
disconnec...
UNPRECEDENTED? 50
Notification
Fatigue
People are feeling
overwhelmed by
always-on digital
communications
UNPRECEDENTED? 51
Before Covid-19
Amid an uptick in mental health awareness
and self-care, social media and tech have
been...
UNPRECEDENTED?
People are unable to stop
scrolling through bad
news – a phenomenon
that’s referred to as
doomscrolling
Glo...
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UNPRECEDENTED? 55UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
People aren't necessarily going to want to
leave ...
UNPRECEDENTED? 56
Mobilised
Fandoms
Fan communities are
mobilising to make the
changes they want to
see in the world
UNPRECEDENTED? 57
Before Covid-19
Fandom have wielded a growing amount of
cultural clout online for years, with fans
coale...
UNPRECEDENTED?
Chiara Ferrangi’s very
global following clubbed
together to raise €3.3
million for Italian
healthcare servi...
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UNPRECEDENTED? 62UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
Now is the time to lean into existing fan
communi...
UNPRECEDENTED? 63
People expect brands to
have an opinion – you
have to have a point of
view and you can not sit
on the fe...
UNPRECEDENTED?
Public Spaces
People have been replicating the
feeling of public spaces with
strangers through social
To
re...
NEW BEHAVIOUR
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ADAPTATIONS
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UNPRECEDENTED? 67
We’re seeing a shift
from passive connection to
conscious connection
UNPRECEDENTED?
These behaviours point to more active
forms of digital communication...
68
Local Spirit sees people use
dig...
UNPRECEDENTED? 69
It’s a departure
from the more
passive forms of
connection our
social feeds
have long
enabled
69
UNPRECEDENTED? 70
We’ve been forced to
use digital to connect
in every aspect of
our lives
UNPRECEDENTED? 71
We’ve been forced to
use digital to connect
in every aspect of
our lives
In doing so, we’ve
realised tha...
UNPRECEDENTED?
And already, we’re seeing this shift play
out in new and exciting ways...
72
#ShareTheMicNow saw
celebritie...
UNPRECEDENTED?
How is Covid-19 changing
the way we stay entertained?
73UNPRECEDENTED?
UNPRECEDENTED?
Covid-19 has led to some
major disruptions in the
way we spend our
downtime...
74
Less time outside,
more t...
UNPRECEDENTED?
What are the key
behaviours
defining the
ways we’ve stayed
entertained during
Covid-19?
75
UNPRECEDENTED? 76
Comfort
Blankets
People want
entertainment that
provides comfort
amid anxiety
UNPRECEDENTED? 77
Before Covid-19
The rise of binge watching and ongoing
global popularity of sitcoms like Friends and
The...
UNPRECEDENTED?
Talking Pictures TV is a
family-run TV channel
airing black and white
movies based out of a
Hertfordshire g...
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UNPRECEDENTED? 82UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
There’s an opportunity for brands to offer
people...
UNPRECEDENTED? 83
Living
Live
Live streamed
entertainment
has gone
mainstream
UNPRECEDENTED? 84
Before Covid-19
Despite ongoing buzz around live platforms
like Periscope and Twitch, prior to the crisi...
UNPRECEDENTED?
Twitch channel Just
Chatting – known for
content that transcends
gaming – saw 134 million
hours streamed du...
UNPRECEDENTED? 86
We’ve been [broadcasting
live content] using people
from IKEA, shooting live
streams directly from their...
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UNPRECEDENTED? 91UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
The desire for live digital entertainment will
be...
UNPRECEDENTED? 92
Thirsty
Fandoms
Fan communities
have been living for
surprise lockdown
drops
UNPRECEDENTED? 93
Before Covid-19
Fan communities have always rallied
around shared cultural moments, with
emotions like a...
UNPRECEDENTED?
Fans campaigned for the
early release of The Last
Dance, leading to it
becoming the most
watched ESPN
docum...
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UNPRECEDENTED? 97UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
The physicality of fandom has been
removed during...
UNPRECEDENTED? 98
Virtual
Selves
People have been
spending more of
their time online as
avatars
UNPRECEDENTED? 99
Before Covid-19
Once exclusive to gamer communities,
avatars have become increasingly
commonplace intern...
UNPRECEDENTED?
Global Pride partnered
with We Are Social
Singapore to host a Pride
march in Animal Crossing
Global
People ...
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UNPRECEDENTED? 104
Digital spaces like online
games are also social
networks – places where
people spend time and
communit...
UNPRECEDENTED? 105UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
In the short-term, any brand that facilitates
of...
UNPRECEDENTED? 106
Home
Playgrounds
People are using digital
channels to make the
most of their downtime
from home
UNPRECEDENTED? 107
Before Covid-19
The rise of JOMO and the broader ‘cocooning’
trend have seen more people spending their...
UNPRECEDENTED? 108
Covid-19 has been a
crucial moment for us to
understand the importance
of our homes. They’re not
only a...
UNPRECEDENTED?
People have been
investing in bigger
screens, with the
beginning of lockdown in
the UK saw a 39% rise in TV...
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UNPRECEDENTED? 112UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
This behaviour will continue to be relevant
in t...
UNPRECEDENTED?
Comfort Blankets
People want entertainment
that provides comfort
amid anxiety
To
recap
113
Living Live
Live...
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UNPRECEDENTED? 116
Immersive entertainment
is moving from the fringes
into the mainstream.
UNPRECEDENTED?
Previously, these behaviours were largely
reserved for the fringes of digital culture...
117
Living Live se...
UNPRECEDENTED? 118
The restrictions
of lockdown
have led to
experimentation.
While some
behaviours will pass
with the cris...
UNPRECEDENTED?
Already, we’re seeing brands and platforms
adapt to this changing landscape...
119
Fortnite has launched pa...
UNPRECEDENTED?
How is Covid-19 changing
the way we get informed?
120
UNPRECEDENTED? 121
Keeping up with current
affairs and the crisis
With 28% of 18 to 24s globally having
used Instagram as ...
UNPRECEDENTED?
But while digital is
democratising
access to information,
misinformation
is rife.
74% of the global
populat...
UNPRECEDENTED?
So let’s explore
the key behaviours
defining the ways
we’ve stayed
informed during
Covid-19...
123
UNPRECEDENTED? 124
Expert
Influence
People are looking
to influencers with
proven expertise
UNPRECEDENTED? 125
Before Covid-19
Recent years have seen influencer economy –
historically driven by aspiration and aesth...
UNPRECEDENTED?
Dr. Fauci became an
internet hero during the
height of the first wave
US
Celebrities like Selena
Gomez and ...
UNPRECEDENTED? 127
Scientists and experts are so
coveted right now. And people
are turning to social media for
candid disc...
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UNPRECEDENTED? 131UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
This will have huge implications on how
influenc...
UNPRECEDENTED? 132
Everyday
DIYers
People have been
learning how to
recreate the little
luxuries
UNPRECEDENTED? 133
Before Covid-19
There were so many aspects of everyday life –
from getting your nails done to eating ou...
UNPRECEDENTED?
DIY haircuts and dye jobs
went viral during the first
few weeks of lockdown
Global
People have been using
h...
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UNPRECEDENTED? 138UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
In the short-term, there are so many
ways for br...
UNPRECEDENTED? 139
Reskill
Now
People have been
using this time to
pivot their prospects
UNPRECEDENTED? 140
Before Covid-19
Contemporary culture praises productivity. And
bolstered by uncertain economic prospect...
UNPRECEDENTED?
The Federal Department of
Education in Australia is
working with education
providers to develop
six-month c...
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UNPRECEDENTED? 144UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
There’s a huge opportunity for
knowledge sharing...
UNPRECEDENTED? 145
Virtual
Showrooming
People are trialling
and researching
products online
UNPRECEDENTED? 146
Before Covid-19
Retail innovation has seen an increase in virtual
retail experiences, but data has long...
UNPRECEDENTED?
To announce a partnership
with Rimowa, Dior
launched three Snapchat
lenses that let people
visualise the co...
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UNPRECEDENTED? 151UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
Until there’s a vaccine, brands will need
to con...
UNPRECEDENTED? 152
We have various AR apps for
trying on makeup or analyzing
your skin to tailor product
recommendations. ...
UNPRECEDENTED? 153
In-Feed
Advocacy
People have been
engaging with
practical political
resources on social
UNPRECEDENTED? 154
Before Covid-19
Social media has long been used as a source of
information and education around current...
UNPRECEDENTED?
So You Want To Talk
About… dissects politics
and social issues via
educational Instagram
carousels, and has...
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UNPRECEDENTED? 158UNPRECEDENTED?
What it means
for brands
In Q3 and Q4...
This provides a huge opportunity for
brands to u...
UNPRECEDENTED? 159
Previously we’ve steered away
from text heavy images
because Facebook’s algorithms
would penalize you f...
UNPRECEDENTED?
Expert Influence
People are looking to
influencers with
proven expertise
To
recap
160
Everyday DIYers
Peopl...
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UNPRECEDENTED? 163
The way we use our social
channels is diversifying
UNPRECEDENTED? 164
Driven by a
fundamental shift in
content needs during
the crisis, people are
realising new purposes
tha...
UNPRECEDENTED? 165
Driven by a
fundamental shift in
content needs during
the crisis, people are
realising new purposes
tha...
UNPRECEDENTED?
It’s a shift that each of these
behaviours highlights...
166
Expert Influence sees a
legitimisation of the
...
UNPRECEDENTED? 167
It points to a
future in which
the way people
engage with
social will have
to evolve to
accommodate
the...
UNPRECEDENTED? 168
TikTok hashtags like #algebra
and #geometry place social
platforms at the heart of
personal progression...
169UNPRECEDENTED?
Are the changes
we’re seeing
in how we
behave
online really
Unprecedented?
UNPRECEDENTED? Introduction 170
We’re seeing a shift
from passive connection
to conscious
connection.
Are the changes
we’r...
UNPRECEDENTED? Introduction
These are not unprecedented
changes, but natural evolutions
that have accelerated.
They are pr...
UNPRECEDENTED? Introduction
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Unprecedented? - How is Covid-19 changing the way we behave online?
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Unprecedented? - How is Covid-19 changing the way we behave online?

Unprecedented? is a three-part webinar series produced by We Are Social's global network which explores how Covid-19 is changing the way we stay connected, entertained and informed.

Unprecedented? - How is Covid-19 changing the way we behave online?

  1. 1. How is Covid-19 changing the way we behave online?
  2. 2. UNPRECEDENTED? Introduction Our thought leadership Unprecedented? is the latest addition to our public facing research and thought leadership. We aim to be the smartest social behaviour and culture experts in the world. This drives innovation, creativity and effectiveness in our ideas. 2
  3. 3. UNPRECEDENTED? Introduction Who we work with The most pioneering global brands in the world. 3
  4. 4. UNPRECEDENTED? Introduction Introducing Unprecedented? A series in which we explore how much Covid-19 has really changed the way we behave online – not just now, but in the long-term. 4 This year, there’s been unprecedented use of the word ‘unprecedented’ 100 60 40 20 0 80 01 JAN 20 08 JAN 20 15 JAN 20 22 JAN 20 29 JAN 20 05 FEB 20 12 FEB 20 19 FEB 20 26 FEB 20 04 MAR 20 11 MAR 20 18 MAR 20 Source: Global Digital Report (2020)
  5. 5. UNPRECEDENTED? Introduction Introducing Unprecedented? A series in which we explore how much Covid-19 has really changed the way we behave online – not just now, but in the long-term. 5 How is Covid-19 changing the way we connect? How is Covid-19 changing the way we stay entertained? How is Covid-19 changing the way we get informed?
  6. 6. UNPRECEDENTED? Introduction Who ran the sessions Mobbie Nazir Global Chief Strategy Officer Lore Oxford Global Head of Cultural Insights Unprecedented? was run and brought to life in a three-part webinar series run by our global strategy and insight teams. 6
  7. 7. UNPRECEDENTED? Introduction TORONTO NEW YORK LONDON PARIS BERLIN MUNICH MADRID MILAN DUBAI SINGAPORE BEIJING SYDNEY TOKYO SHANGHAI HONG KONG Who contributed We Are Social boasts a team of 800+ social experts spread across 15 offices globally, our global cultural knowledge is unmatched by most creative agencies. Our Social Spotting Network is a core group of collaborators whose collective brain ensures we’re keeping track of cultural shifts on a global scale. 7
  8. 8. UNPRECEDENTED? Introduction Who contributed We filtered our findings through a panel of experts both internally and externally to discern which emerging behaviours were most actionable for brands both in the short-term and the long-term. Matteo Bellini Integrated Media Manager at IKEA Whitney Coble Global Social & Influencer Marketing Manager at Mary Kay Sarah Whelan Global Consumer Marketing Manager at Dr. Martens Harvey Cossell Group Head of Strategy, UK Bruno Tecci Head of Strategy, Italy Werner Iucksch Strategy Director, SIngapore Dr. Tunisha Singleton Media Psychologist & Brand Consultant 8
  9. 9. UNPRECEDENTED? Introduction Unprecedented or not, swathes of new behaviours have emerged during this time in terms of how we use digital channels. 9
  10. 10. UNPRECEDENTED? Introduction We can’t predict which will last, as we’re still operating in a unique environment. Even as economies reopen, for many, the coming months are still defined by uncertainty and anxiety. 10
  11. 11. UNPRECEDENTED? Introduction But we can interrogate some of the most interesting behaviours to make an educated guess... 11
  12. 12. UNPRECEDENTED? 12 NEW BEHAVIOUR EXISTING BEHAVIOUR UNPRECEDENTED? Firstly, is it truly new, or is it part of an existing behaviour?
  13. 13. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION 13 Secondly, does it speak to an existing motivation that couldn’t be served during the crisis, or speak to a new one that’s developed because of the crisis? UNPRECEDENTED?
  14. 14. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 14 Amplifications are familiar responses to existing motivations that have been temporarily exacerbated during the crisis. UNPRECEDENTED?
  15. 15. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 15UNPRECEDENTED? HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified.
  16. 16. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 16UNPRECEDENTED? Substitutes are new responses to the crisis that serve existing motivations and desires in the short-term. SUBSTITUTES HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified.
  17. 17. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 17UNPRECEDENTED? SUBSTITUTES HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces.
  18. 18. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 18 ADAPTATIONS UNPRECEDENTED? SUBSTITUTES Adaptations are existing behaviours that serve new motivations in the wake of the crisis. HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces.
  19. 19. UNPRECEDENTED? NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION AMPLIFICATIONS 19 ADAPTATIONS UNPRECEDENTED? SUBSTITUTES HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces. IMMUNITY-BOOSTING FOODS People were buying health foods prior to the crisis. But in the wake of Covid-19, a desire for foods that boost immunity in particular has developed. This is an adaptation in line with the anxieties of the pandemic.
  20. 20. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 20 Deviations are new responses to new motivations that could persist beyond the crisis. HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces. IMMUNITY-BOOSTING FOODS People were buying health foods prior to the crisis. But in the wake of Covid-19, a desire for foods that boost immunity in particular has developed. This is an adaptation in line with the anxieties of the pandemic.
  21. 21. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 21 HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces. IMMUNITY-BOOSTING FOODS People were buying health foods prior to the crisis. But in the wake of Covid-19, a desire for foods that boost immunity in particular has developed. This is an adaptation in line with the anxieties of the pandemic. RESTAURANT MEAL KITS During the crisis, people have been ordering restaurant meal kits to home, but have gained such a taste for it that many restaurants plan on continuing this service. This is a deviation – a new behaviour that has led to a new need.
  22. 22. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 22 HOME DELIVERED GROCERIES Previous to the crisis, buying groceries online was an existing behaviour, driven by a need for convenience. Due to lockdown, the desire for home delivered groceries was amplified. DIGITAL SUPPER CLUBS During the crisis, people were trialling virtual food events – from supper clubs to wine tastings – a new behaviour to substitute the existing desire to eat out in social spaces. IMMUNITY-BOOSTING FOODS People were buying health foods prior to the crisis. But in the wake of Covid-19, a desire for foods that boost immunity in particular has developed. This is an adaptation in line with the anxieties of the pandemic. RESTAURANT MEAL KITS During the crisis, people have been ordering restaurant meal kits to home, but have gained such a taste for it that many restaurants plan on continuing this service. This is a deviation – a new behaviour that has led to a new need. The most interesting developments will be those that speak to new motivations that have emerged during the crisis
  23. 23. UNPRECEDENTED? How is Covid-19 changing the way we connect? 23
  24. 24. UNPRECEDENTED? Covid-19 has led to some major disruptions in the way we communicate... 24 More time at home, less time with others Less face time, more screen time More instability, more collectivism
  25. 25. UNPRECEDENTED? 25 This isn’t just about our immediate loved ones, either. UNPRECEDENTED? Connection Inner Circle Family, close friends Outer Circles Friends, colleagues, existing interest-led communities Wider Circles Local neighbourhoods, Strangers with shared experiences 25
  26. 26. UNPRECEDENTED? What are the key behaviours defining the ways we connect during Covid-19? 26
  27. 27. UNPRECEDENTED? 27 Public Spaces People have been replicating the feeling of public spaces with strangers through social
  28. 28. UNPRECEDENTED? 28 Before Covid-19 Third spaces were an important part of how we socialised, defined by a lack of ownership of space that maximises shared comfort. During Covid-19 With no access to these spaces, people are growing more comfortable spending time with strangers in digital spaces. Public Spaces People have been replicating the feeling of public spaces with strangers through social UNPRECEDENTED?
  29. 29. UNPRECEDENTED? Club Quarantine is an LGBTQ+ nightclub hosted on Zoom Canada / Global Rebel Book Club is a book club that’s been hosted online during lockdown UK / Global Quan Min Party is an online karaoke bar for people to sing together China Where we’ve seen it? Chipotle has been hosting virtual lunches with influencers on Zoom US Public Spaces 29
  30. 30. UNPRECEDENTED? 30 At Dr. Martens, our social communities have become key spaces for people to meet, engage and connect. We’ve seen a significant increase in conversations happening on our channels, not just between us and the consumer, but consumers connecting with each other. It’s been interesting to see like minded individuals start relationships and internet friendships in the comments of our Instagram posts Sarah Whelan Global Consumer Marketing Manager at Dr. Martens 30
  31. 31. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 31Public Spaces PUBLIC SPACES
  32. 32. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 32Public Spaces PUBLIC SPACES This is replacement behaviour. They’re looking to replicate something that they can’t currently do, replacing IRL, with URL. Is this replacement as good? Probably not Harvey Cossell, Group Head of Strategy, UK
  33. 33. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 33Public Spaces PUBLIC SPACES These tools are replacing public spaces now, but post-Covid, they could be remodelled, not to replace public spaces, but to complement them. After this is over, we’ll be more open to recognising that technology can be an enabler of these experiences when we need it to be Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  34. 34. UNPRECEDENTED? 34UNPRECEDENTED? What it means for brands In Q3 and Q4... For any products launching towards the end of this year, there’s an opportunity to make tactical use of this. In this sense, it will continue to be useful until there’s a vaccine. In the new normal... For brands whose products and offline spaces already facilitate a social element, there's an opportunity to recreate these spaces online.
  35. 35. UNPRECEDENTED? 35 Intergenerational Media People are connecting with their families by merging their media habits
  36. 36. UNPRECEDENTED? 36 Before Covid-19 Media habits between generations were highly differentiated, meaning it was often a barrier to family bonding, rather than an enabler. During Covid-19 Families that have been locked down together, are spending more time in each other’s spaces and media habits have overlapped. Those that live separately have been communicating via more digital mediums. UNPRECEDENTED? Intergenerational Media People are connecting with their families by merging their media habits
  37. 37. UNPRECEDENTED? Families are coming together around the 'family hearth' of TV Europe Families are making TikToks together as an exercise in bonding Global Parents and kids are baking recipes they find on Instagram together Dubai Where we’ve seen it? The BBC launched a tool for shared viewing during lockdowns UK Intergenerational Media 37
  38. 38. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 38Intergenerational Media INTERGENERATIONAL MEDIA
  39. 39. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 39Intergenerational Media INTERGENERATIONAL MEDIA Once parents go back to work and life returns to some normality, we may see this behaviour reduce, but common ground has been built here. It may reduce in terms of frequency, but I don’t think it will disappear, either Bruno Tecci, Head of Strategy, Italy
  40. 40. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 40Intergenerational Media INTERGENERATIONAL MEDIA There’s not a lot of digital literacy among the oldest generations. Will we see more great- great- grandmothers dancing to Bruno Mars when this is over? I’m not sure Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  41. 41. UNPRECEDENTED? 41UNPRECEDENTED? What it means for brands In Q3 and Q4... Older audiences have gotten a crash course in digital comms and memes, which will continue to be put to use as we move in and out of lockdown. There’s an opportunity for all kinds of brands to lean into this – whether Netflix encourages family viewing or Barilla encourages cooking together – especially right now. In the new normal... Brands can continue to teach seniors and older generations digital citizenship. There’s an opportunity for brands to use intergenerational communication plans to draw in older audiences, without compromising on their youthfulness.
  42. 42. UNPRECEDENTED? 42 Local Spirit People are more invested in their immediate offline locales and communities
  43. 43. UNPRECEDENTED? 43 Before Covid-19 Recent years have seen a rise in conscious consumption – a growing desire to redirect spending away from big business, and towards smaller and more local businesses. During Covid-19 During Covid-19, small businesses have been at particular risk. Unable to travel, and united with neighbours and local communities through a shared enemy, our desire to support these businesses and communities on a local level has been heightened. UNPRECEDENTED? Local Spirit People are more invested in their immediate offline locales and communities
  44. 44. UNPRECEDENTED? Bars and restaurants have launched GoFundMe pages, tapping into local communities to survive the pandemic Global British communities have started WhatsApp groups to protect the vulnerable in their neighbourhoods UK German football club Borussia Dortmund created a platform to support local businesses you’d usually visit on matchday Germany Where we’ve seen it? Diageo has launched a $100 million recovery fund to help independent pubs and bars, demonstrating investment in local communities Global Local Spirit 44
  45. 45. UNPRECEDENTED? 45 With people being more engaged with their immediate locales, they’re also noticing the issues. Take the Black experience in America right now. Many are seeing how Black communities have been mistreated. As a result, people in these local communities from all demographics and cultures are supporting Black businesses and shopping from local establishments that share their values Dr. Tunisha Singleton, Media Psychologist & Brand Consultant 45
  46. 46. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 46Local Spirit LOCAL SPIRIT
  47. 47. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 47Local Spirit LOCAL SPIRIT What this really highlights is conscious consumerism. That’s increased post-Covid because the meaning behind community has been heightened. We’re viewing ourselves as emotional stakeholders, as being a part of something greater than ourselves Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  48. 48. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 48Local Spirit LOCAL SPIRIT Let’s not forget that e-commerce is going through the roof. People are more connected with their communities, yes. But that won’t necessarily translate into investment in the community in the long-term Werner Iucksch, Strategy Director, Singapore
  49. 49. UNPRECEDENTED? 49UNPRECEDENTED? What it means for brands In Q3 and Q4... For big brands that are perceived to be disconnected from local communities can show people that they’re ingrained by giving back, especially during a time of such heightened uncertainty. During this time, brands should also tap into local figures and businesses to make content as locally relevant as possible. In the new normal... With Facebook Shops rolling out globally, the role social could play in increasing the footprint of small and medium businesses may grow. In the long-term, this will play out very differently in different markets and locales. While cities with high population densities may have less connection to local business, for example, this will have particular impact on suburban and rural consumers.
  50. 50. UNPRECEDENTED? 50 Notification Fatigue People are feeling overwhelmed by always-on digital communications
  51. 51. UNPRECEDENTED? 51 Before Covid-19 Amid an uptick in mental health awareness and self-care, social media and tech have been painted as the enemy. People have been seeking ways to form healthier relationships with their screens. During Covid-19 At the height of the first wave, our screens were no longer optional, becoming integral to our work and relationships. Combined with an uptick in global bad news, we’ve been forced to find new ways to protect our emotional wellbeing. UNPRECEDENTED? Notification Fatigue People are feeling overwhelmed by always-on digital communications
  52. 52. UNPRECEDENTED? People are unable to stop scrolling through bad news – a phenomenon that’s referred to as doomscrolling Global People are feeling fatigued by video calls – whether work meets on Zoom or hangs on Houseparty Global People are muting WhatsApp notifications to protect their mental health Global Where we’ve seen it? Thrive Away is an app from tech consultancy Thrive Global, which lets users block all notifications Global Notification Fatigue 52
  53. 53. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 53Notification Fatigue NOTIFICATION FATIGUE
  54. 54. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 54Notification Fatigue NOTIFICATION FATIGUE There are so many emotions happening through our screens – you’re in a work meeting, then you’re reading about police brutality, then you’re at a virtual happy hour. It makes some of us feel busier than they were before. It used to be something you engaged with casually, but now we’re being forced to. So we’re building up emotional resilience to protect ourselves Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  55. 55. UNPRECEDENTED? 55UNPRECEDENTED? What it means for brands In Q3 and Q4... People aren't necessarily going to want to leave their screens for good, but there are ways that brands can help them feel more positive about their screen time. Whether encouraging new routines around time away from your phone, or providing content that encourages you do something non-screen related, it's about encouraging balance and moderation. In the new normal... We could see people pruning their feeds more – muting, blocking and unfollowing. In this landscape, brands will need to maximise the value of their content to maintain engagement. There could also be more opportunities for brands to help people disconnect from their phones and immerse themselves in the world around them without it feeling paternalistic.
  56. 56. UNPRECEDENTED? 56 Mobilised Fandoms Fan communities are mobilising to make the changes they want to see in the world
  57. 57. UNPRECEDENTED? 57 Before Covid-19 Fandom have wielded a growing amount of cultural clout online for years, with fans coalescing into tight-knit communities online and using their shared voice to make themselves heard. During Covid-19 Galvanised by a landscape ridden with a heightened sense of anxiety and political unrest, fan communities are using their power to effect real social and political change offline. UNPRECEDENTED? Mobilised Fandoms Fan communities are mobilising to make the changes they want to see in the world
  58. 58. UNPRECEDENTED? Chiara Ferrangi’s very global following clubbed together to raise €3.3 million for Italian healthcare services Italy / Global Harry Potter fans mobilised to speak out against JK Rowling in light of her controversial tweets around trans rights Global K-Pop Fans have been mobilising against racism online through sabotaging Trump rallies and racist hashtags China / US / Global Where we’ve seen it? The Washington Redskins are changing their name and logo off the back of community backlash during BLM US Mobilised Fandoms 58
  59. 59. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 59Mobilised Fandoms MOBILISED FANDOMS
  60. 60. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 60Mobilised Fandoms MOBILISED FANDOMS Fans have been recognising that they’re in the driver's’ seat when it comes to culture and the marketing around their interests. So it brands can’t figure out how to connect with fans or give them what they want, fans have realised that they can just show them Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  61. 61. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 61Mobilised Fandoms MOBILISED FANDOMS Covid-19 is a disaster, of course, but it’s also raised an opportunity to be better. A lot of young people are coming together to say – I don’t want to miss an opportunity for the world to be better. They’re driven to add positivity to the world Bruno Tecci, Head of Strategy, Italy
  62. 62. UNPRECEDENTED? 62UNPRECEDENTED? What it means for brands In Q3 and Q4... Now is the time to lean into existing fan communities. If you already have a fan community around your brand, build them up and support them. If you don't, feed other fan communities what they need to coalesce, give them something to rally around. In the new normal... Brands in these communities will need to play a role and stand with their community. They won’t be able to ignore the political values of their fans. Brands could also have the opportunity to tap into their own communities, customers and fans to genuinely bring about change in line with their values. This could change the face of brand purpose forever.
  63. 63. UNPRECEDENTED? 63 People expect brands to have an opinion – you have to have a point of view and you can not sit on the fence. It will come from the brand, but it won’t just be about what the brand wants to say anymore. It will have to be a collaborative strategy Sarah Whelan Global Consumer Marketing Manager at Dr. Martens 63
  64. 64. UNPRECEDENTED? Public Spaces People have been replicating the feeling of public spaces with strangers through social To recap 64 Intergenerational Media People are connecting with their families by merging their media habits Local Spirit People are more invested in their immediate offline locales and communities Notification Fatigue People are feeling overwhelmed by always-on digital communications Mobilised Fandoms Fan communities are mobilising to make the changes they want to see in the world
  65. 65. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 65 MOBILISED FANDOMS INTERGENERATIONAL MEDIA LOCAL SPIRIT NOTIFICATION FATIGUE PUBLIC SPACES Connection
  66. 66. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 66 PUBLIC SPACES MOBILISED FANDOMS NOTIFICATION FATIGUE INTERGENERATIONAL MEDIA LOCAL SPIRITSo what unites the three newest and most promising developments we’re seeing in communication behaviours that have emerged during this crisis? Connection
  67. 67. UNPRECEDENTED? 67 We’re seeing a shift from passive connection to conscious connection
  68. 68. UNPRECEDENTED? These behaviours point to more active forms of digital communication... 68 Local Spirit sees people use digital communication to engage more actively in offline communities Intergenerational Media sees people use digital media to engage more actively with their families Mobilised Fandoms sees people use digital media to engage with people who don’t share their political values
  69. 69. UNPRECEDENTED? 69 It’s a departure from the more passive forms of connection our social feeds have long enabled 69
  70. 70. UNPRECEDENTED? 70 We’ve been forced to use digital to connect in every aspect of our lives
  71. 71. UNPRECEDENTED? 71 We’ve been forced to use digital to connect in every aspect of our lives In doing so, we’ve realised that when we lean in, digital communications can make a tangible impact on our offline relationships and experiences
  72. 72. UNPRECEDENTED? And already, we’re seeing this shift play out in new and exciting ways... 72 #ShareTheMicNow saw celebrities redistribute their disproportionate influence to promote anti-racist ideas #FreeBritney has seen meme admins shift from posting ‘90s throwbacks to engaging with the reality of her experience #LetsTalkAboutIt is a TikTok hashtag providing a space for people to provoke healthy debate around what matters to them
  73. 73. UNPRECEDENTED? How is Covid-19 changing the way we stay entertained? 73UNPRECEDENTED?
  74. 74. UNPRECEDENTED? Covid-19 has led to some major disruptions in the way we spend our downtime... 74 Less time outside, more time online More anxiety, more escapism Less routine, more experimentation
  75. 75. UNPRECEDENTED? What are the key behaviours defining the ways we’ve stayed entertained during Covid-19? 75
  76. 76. UNPRECEDENTED? 76 Comfort Blankets People want entertainment that provides comfort amid anxiety
  77. 77. UNPRECEDENTED? 77 Before Covid-19 The rise of binge watching and ongoing global popularity of sitcoms like Friends and The Office have taught us that home entertainment is extremely good at helping us protect ourselves from the outside world. During Covid-19 Between daily death tolls and a digitised civil rights movement, entertainment that makes us feel warm and safe has taken on fresh purpose during this time, with our screens doubling as comforters. UNPRECEDENTED? Comfort Blankets People want entertainment that provides comfort amid anxiety
  78. 78. UNPRECEDENTED? Talking Pictures TV is a family-run TV channel airing black and white movies based out of a Hertfordshire garden that blew up during lockdown UK John Krasinski’s Some Good News gained over 71 million views and 2.57 million subscribers between March and May US / Global A community of South Korean vloggers have gained a global following for soothing 'silent vlogs' that document soothing everyday routines Global / South Korea Where we’ve seen it? A World of Calm is a collaboration between HBO Max and mental health app Calm, in which celebrities will read soothing 30-minute stories in a TV miniseries Global Comfort Blankets 78
  79. 79. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 79 COMFORT BLANKETS Comfort Blankets
  80. 80. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 80 COMFORT BLANKETS Comfort Blankets The desire to turn off was there before, but what we’re turning off from is very different – it’s more serious than it’s been before Werner Iucksch, Strategy Director, Singapore
  81. 81. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 81 COMFORT BLANKETS Comfort Blankets This is about comfort though distraction. But because of what’s going on right now, we have to live in the now to make sure we understand what’s going on. So people are double dutching between being present and engaged, and escaping for their own self-care. It’s a balancing act Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  82. 82. UNPRECEDENTED? 82UNPRECEDENTED? What it means for brands In Q3 and Q4... There’s an opportunity for brands to offer people a moment of escape at a time when their feeds are filled with anxiety around the pandemic and wider political unrest. This is about leaning into entertainment. It’s an opportunity for brands to show their more whimsical and playful sides. In the new normal... In the longer term anxiety levels will decrease as people get used to living with the virus, and even more so once there's a vaccine. That's not to say the need for escape won't still exist – the struggles of the everyday will still see people look to entertainment as a means of escape – as they have done previously – but it's unlikely to be maintained at this scale.
  83. 83. UNPRECEDENTED? 83 Living Live Live streamed entertainment has gone mainstream
  84. 84. UNPRECEDENTED? 84 Before Covid-19 Despite ongoing buzz around live platforms like Periscope and Twitch, prior to the crisis, live digital content was largely reserved for the fringes of digital culture. During Covid-19 During the first wave, creators and viewers alike were confronted with an unusual amount of time on their hands, giving them the opportunity to experiment with live digital content, and removing inertia in the process. UNPRECEDENTED? Living Live Live streamed entertainment has gone mainstream
  85. 85. UNPRECEDENTED? Twitch channel Just Chatting – known for content that transcends gaming – saw 134 million hours streamed during April alone Global BTS hosted a concert during lockdown – one of many – which drew over 750,000 viewers, raking in around $25 million Global / China GCN Race Pass allows people to watch live cycling races from all over the world through its app Global Where we’ve seen it? The Galaxy Unpacked 2020 is a live virtual event to launch the next Samsung Galaxy handset Global Living Live 85
  86. 86. UNPRECEDENTED? 86 We’ve been [broadcasting live content] using people from IKEA, shooting live streams directly from their homes, and developing a real bond with our followers. Real people talking to real people about their needs, from their homes. That really worked for us. Because it wasn’t just about the brand anymore Matteo Bellini, Integrated Media Manager at IKEA Italia 86
  87. 87. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 87 LIVING LIVE Living Live
  88. 88. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 88 LIVING LIVE We’ve been talking about live for a long time now and the tools have been around for a while, too, but for most people this is a new behaviour Werner Iucksch, Strategy Director, Singapore Living Live
  89. 89. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 89 LIVING LIVE This behaviour has flourished at a time when actual live events haven’t been available. So it started out by serving an existing motivation Harvey Cossell, Group Head of Strategy, UK Living Live
  90. 90. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 90 LIVING LIVE There’s potential to make this behaviour more sustainable by driving new motivations, through the use of influential figures. The opportunity to work out with someone famous is definitely a new motivation for me to download or purchase a home workout, for example Dr. Tunisha Singleton, Media Psychologist & Brand Consultant Living Live
  91. 91. UNPRECEDENTED? 91UNPRECEDENTED? What it means for brands In Q3 and Q4... The desire for live digital entertainment will be heightened until we have a vaccine, bolstered by the fact that large-scale live events are still off the cards for the foreseeable future. During this time, there’s an opportunity for brands to use this type of content to show more authentic, and less curated sides of themselves. In the new normal... After the crisis has passed, we could see brands use live digital content to complement live physical events, adding an additional layer of exclusive access via digital channels. Live content has a lot of staying power. This is especially true when it comes to working with influencers and talent. Brands across categories have the opportunity to bring people closer to their heroes and facilitate more intimate experiences as a result.
  92. 92. UNPRECEDENTED? 92 Thirsty Fandoms Fan communities have been living for surprise lockdown drops
  93. 93. UNPRECEDENTED? 93 Before Covid-19 Fan communities have always rallied around shared cultural moments, with emotions like anticipation and surprise often central to their experience. During Covid-19 During lockdown, many of the moments these communities had been waiting for were pushed back or cancelled. In light of this, surprise drops and early releases at this time have been treated like lifelines, heightening the experience of being a fan. UNPRECEDENTED? Thirsty Fandoms Fan communities have been living for surprise lockdown drops
  94. 94. UNPRECEDENTED? Fans campaigned for the early release of The Last Dance, leading to it becoming the most watched ESPN documentary of all time Global HBO’s Euphoria fans have redirected their excitement to Malcolm & Marie – a film made in lockdown by the show’s lead Zendaya and director Sam Levinson Global Where we’ve seen it? Direct to VOD releases like Frozen 2 and Trolls: World Tour are international successes Global Thirsty Fandoms 94 Writer and director Miranda July is inviting her fans into the launch of her next film, by releasing the trailer to her IG Followers early, and asking them to screen it on IGTV unanimously US
  95. 95. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 95 THIRSTY FANDOMS Thirsty Fandoms
  96. 96. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 96 THIRSTY FANDOMS The anticipation of release dates is a familiar feeling. But it’s turned all the way up because our patience is thin right now. We don’t want to wait. Distractions and alternatives are limited in this climate, we don’t have much else to look forward to. During this time, fandom has been reframed as a form of social programming and connection Dr. Tunisha Singleton, Media Psychologist & Brand Consultant Thirsty Fandoms
  97. 97. UNPRECEDENTED? 97UNPRECEDENTED? What it means for brands In Q3 and Q4... The physicality of fandom has been removed during this time, and so there’s a desire to generate heightened emotions to replicate those feelings. There’s an opportunity for brands to help people feel connected at a time when shared IRL moments are off the table. It ties into a broader opportunity for brands to be providing emotional lifts to audiences during a time period rife with anxiety. In the new normal... In the long-term, we could see people’s expectations of brands shift. If they do, these kinds of random acts of kindness and serendipitous events will need to be baked into brand calendars, rather than occurring on an ad hoc basis. We could also see people grow more impatient with traditional media cycles. Against that backdrop, innovations like straight to VOD released could hail in new norms.
  98. 98. UNPRECEDENTED? 98 Virtual Selves People have been spending more of their time online as avatars
  99. 99. UNPRECEDENTED? 99 Before Covid-19 Once exclusive to gamer communities, avatars have become increasingly commonplace internet-wide in recent years. During Covid-19 Stripped of the luxury of venturing into the outside world, avatars have become more popular than ever, with people using their virtual selves to immerse themselves in shared digital entertainment experiences. UNPRECEDENTED? Virtual Selves People have been spending more of their time online as avatars
  100. 100. UNPRECEDENTED? Global Pride partnered with We Are Social Singapore to host a Pride march in Animal Crossing Global People are creating quarantine blogs in The Sims 4 Quarantine Challenge Global For those who weren’t satisfied just watching the livestream of One World: Together at Home, Roblox opened an in-game venue so that people could attend with their avatars Global Where we’ve seen it? Avatar app Taobao Life 淘 宝人生has been blowing up during lockdown, with Valentine’s Day seeing many brands use the platform to connect couples during lockdown China Virtual Selves 100
  101. 101. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 101 VIRTUAL SELVES Virtual Selves
  102. 102. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 102 VIRTUAL SELVES This is certainly a new behaviour for many people. It’s about conscious participation, driven by the desire to experience things in immersive ways when we’re deprived on a sensory level Dr. Tunisha Singleton, Media Psychologist & Brand Consultant Virtual Selves
  103. 103. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 103 VIRTUAL SELVES This behaviour tallies with heightened gaming penetration during lockdown. But as we see more people invest their time in these digital spaces, we’re also seeing them grow attached to them, and develop new motivations to spend time in them more regularly Bruno Tecci, Head of Strategy, Italy Virtual Selves
  104. 104. UNPRECEDENTED? 104 Digital spaces like online games are also social networks – places where people spend time and community can be fostered. These spaces become more credible when you reframe them in this way Werner Iucksch, Strategy Director, Singapore 104
  105. 105. UNPRECEDENTED? 105UNPRECEDENTED? What it means for brands In Q3 and Q4... In the short-term, any brand that facilitates offline self-expression should enable people to do the same via their avatars. There’s also an opportunity for brands to create immersive digital experiences for people to attend with their avatars – from Travis Scott’s Fortnite show to graduations held in Minecraft, anxiety about the outside world will lead to people seeking out moments like these online. In the new normal... With platforms like Facebook and Snapchat investing heavily in avatars to use in-platform, this is part of a shift away from anonymity and towards more fully formed digital citizenship, giving these avatars new meaning and weight. We could also start to see brands humanise themselves in digital spaces, whether using avatars to put an actual face on customer service, or anthropomorphising themselves in spaces like Animal Crossing or Roblox.
  106. 106. UNPRECEDENTED? 106 Home Playgrounds People are using digital channels to make the most of their downtime from home
  107. 107. UNPRECEDENTED? 107 Before Covid-19 The rise of JOMO and the broader ‘cocooning’ trend have seen more people spending their downtime at home in recent years, enabled by digital services. During Covid-19 During lockdown, downtime from home wasn’t optional, so people have been getting creative with home entertainment. Even as economies reopen, the ‘homebody economy’ continues to be bolstered by anxiety around leaving the house. UNPRECEDENTED? Home Playgrounds People are using digital channels to make the most of their downtime from home
  108. 108. UNPRECEDENTED? 108 Covid-19 has been a crucial moment for us to understand the importance of our homes. They’re not only a shelter, but an environment within which we can enjoy our lives Matteo Bellini, Integrated Media Manager at IKEA Italia 108
  109. 109. UNPRECEDENTED? People have been investing in bigger screens, with the beginning of lockdown in the UK saw a 39% rise in TV sales, compared to the previous year UK People have been investing in at-home workouts as home exercise soars, with Lululemon buying fitness hardware start-up Mirror Global The rise of TikTok has been driven by people looking to entertain themselves from home, with challenges like ‘Category Is… Social Distancing’ seeing people craft elaborate costumes in the name of potential fame Global Where we’ve seen it? Spotify advertises playlists that can change the mood of your space Global Home Playgrounds 109
  110. 110. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 110Home Playgrounds HOME PLAYGROUNDS
  111. 111. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 111 HOME PLAYGROUNDS People have always wanted to enjoy their homes, but we don’t have a choice right now. The home is becoming much more multipurpose, and during this time we’ve gotten comfortable. We’re redefining what home means to us Bruno Tecci, Head of Strategy, Italy Home Playgrounds
  112. 112. UNPRECEDENTED? 112UNPRECEDENTED? What it means for brands In Q3 and Q4... This behaviour will continue to be relevant in the short term, and as a result, there are opportunities for brands across industries to maximise the potential of leisure from home for all family members. In particular, home brands will have a huge opportunity to help people change the feeling and purpose of people’s space. In the new normal... For brands that successfully help people enjoy their space during this time, there’s an opportunity to become a mainstay in people’s habits, routines and daily lives in the long-term. This is about brands understanding that the context of their products is changing on a fundamental level. This could also impact product development long after Covid-19.
  113. 113. UNPRECEDENTED? Comfort Blankets People want entertainment that provides comfort amid anxiety To recap 113 Living Live Live streamed entertainment has gone mainstream Thirsty Fandoms Fan communities have been living for surprise lockdown drops Virtual Selves People have been spending more of their time online as avatars Home Playgrounds People are using digital channels to make the most of their downtime from home
  114. 114. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 114 HOME PLAYGROUNDS COMFORT BLANKETS LIVING LIVE VIRTUAL SELVES THIRSTY FANDOMS Entertainment
  115. 115. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 115 HOME PLAYGROUNDS COMFORT BLANKETS LIVING LIVE VIRTUAL SELVES THIRSTY FANDOMS So what unites the three newest and most promising developments we’re seeing in entertainment behaviours that have emerged during this crisis? Entertainment
  116. 116. UNPRECEDENTED? 116 Immersive entertainment is moving from the fringes into the mainstream.
  117. 117. UNPRECEDENTED? Previously, these behaviours were largely reserved for the fringes of digital culture... 117 Living Live sees livestreaming expand beyond gaming, enabling people to connect in real-time across genres. Home Playgrounds has seen people use emerging tech to keep themselves entertained from home. Virtual Selves sees a breadth of people immerse themselves in virtual worlds for a range of new interest-led reasons.
  118. 118. UNPRECEDENTED? 118 The restrictions of lockdown have led to experimentation. While some behaviours will pass with the crisis, we’re overcoming inertia to others, and it’s driving innovation. 118
  119. 119. UNPRECEDENTED? Already, we’re seeing brands and platforms adapt to this changing landscape... 119 Fortnite has launched party mode, in which weapons and building have no place, but virtual hangs and holographic visuals do. Facebook has launched Avatars, enabling people to create and customise in-platform versions of themselves. TikTok and its success during lockdown is hailing in a new form of social entertainment, in which second screens are not an option.
  120. 120. UNPRECEDENTED? How is Covid-19 changing the way we get informed? 120
  121. 121. UNPRECEDENTED? 121 Keeping up with current affairs and the crisis With 28% of 18 to 24s globally having used Instagram as a news source in the past week, social is playing a larger role in how we stay up to date. Personal progress, upskilling and learning People watched 7.7 million hours of LinkedIn Learning courses globally in April – almost triple the amount watched in February. Researching brands and products During this time, social networks became the top choice amongst internet users aged 16 to 24 globally when it comes to brand research. During Covid-19, social and digital have played a central role in how we access information...
  122. 122. UNPRECEDENTED? But while digital is democratising access to information, misinformation is rife. 74% of the global population are concerned about fake news relating to Covid-19. 122
  123. 123. UNPRECEDENTED? So let’s explore the key behaviours defining the ways we’ve stayed informed during Covid-19... 123
  124. 124. UNPRECEDENTED? 124 Expert Influence People are looking to influencers with proven expertise
  125. 125. UNPRECEDENTED? 125 Before Covid-19 Recent years have seen influencer economy – historically driven by aspiration and aesthetics, especially on platforms like Instagram – fall out of favour, perceived as shallow and brand-centric. During Covid-19 During lockdown, influencers have been under a microscope, with many coming under fire for everything from posting vacuous content in times of crisis to spreading misinformation. In this landscape, the figureheads that have thrived have been those that can offer genuine expertise. Expert Influence People are looking to influencers with proven expertise UNPRECEDENTED?
  126. 126. UNPRECEDENTED? Dr. Fauci became an internet hero during the height of the first wave US Celebrities like Selena Gomez and Katie Couric gave anti-racism experts their platforms during BLM Global Dr. Ewoma Ukeleghe is a dermatologist who was posting skincare expertise during lockdown UK Where we’ve seen it? French fashion brand Sézane has been giving its platform on Instagram to Professor of Philosophy Marie Robert to help its following make sense of life in lockdown France Expert Influence 126
  127. 127. UNPRECEDENTED? 127 Scientists and experts are so coveted right now. And people are turning to social media for candid discussions with [them]. Designers, artists, scientists, founders, who may have previously not been as active in social, are all popping up in Q&As Whitney Coble Global Social & Influencer Marketing Manager at Mary Kay 127
  128. 128. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 128 EXPERT INFLUENCE Expert Influence
  129. 129. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 129 EXPERT INFLUENCE Expert Influence There’s always been space for people who know what they’re talking about online. Maybe not so much around healthcare – that’s much stronger now, for obvious reasons – but if you look at any how-to video, usually you find people making these videos know what they’re talking about Werner Iucksch, Strategy Director, Singapore
  130. 130. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 130 EXPERT INFLUENCE Expert Influence We’re redefining what should be behind a paywall and what shouldn’t. Right now, people are so starved of answers – because of the lockdown, the pandemic and the sheer volume of information – that experts are stepping up to provide this insight in digital spaces Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  131. 131. UNPRECEDENTED? 131UNPRECEDENTED? What it means for brands In Q3 and Q4... This will have huge implications on how influencer partners are chosen both in the short-term and the long-term. Brands should be choosing reliable partners who can deliver opinion and insight around their products and services with authority. In the new normal... Across industries – from fashion to food – there will continue to be a place for relatable content from ‘real people’, but more space will also open up for expertise to play a role. We could also see long-term influencer partnerships become more common, in which the work of the creator is further legitimised by the length of the partnership.
  132. 132. UNPRECEDENTED? 132 Everyday DIYers People have been learning how to recreate the little luxuries
  133. 133. UNPRECEDENTED? 133 Before Covid-19 There were so many aspects of everyday life – from getting your nails done to eating out at restaurants – that require the service of skilled professionals. During Covid-19 In lockdown, these aspects of life have been put on hold, and people are looking to digital channels to learn how to recreate the ones they miss the most from home. Everyday DIYers People have been learning how to recreate the little luxuries UNPRECEDENTED?
  134. 134. UNPRECEDENTED? DIY haircuts and dye jobs went viral during the first few weeks of lockdown Global People have been using how-to videos across platforms to learn how to do home DIY, with more than half of Brits noticing jobs that need doing during lockdown UK / Global Fantastic Cleaners is an Australian cleaning company that’s been providing how-tos and guides for people to conduct antiviral cleans on their homes Australia Where we’ve seen it? Uber Eats and Carrefour partnered with Burger King to launch a Whopper people could figure out how to make from home France Everyday DIYers 134
  135. 135. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 135Everyday DIYers EVERYDAY DIYERS
  136. 136. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 136Everyday DIYers EVERYDAY DIYERS In the short term, this has been about teaching people how to do things they want or need to do. It was born out of necessity Bruno Tecci, Head of Strategy, Italy
  137. 137. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 137Everyday DIYers EVERYDAY DIYERS Once this is over, people will rush back to all of these experiences they’ve been recreating from home. But what they’ve invested time and cash into will still be there. We’ll see people reap the benefits of the things they’ve done for themselves from home during this time Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  138. 138. UNPRECEDENTED? 138UNPRECEDENTED? What it means for brands In Q3 and Q4... In the short-term, there are so many ways for brands to help people recreate the little details of everyday life from home. There’s also an opportunity to educate consumers about products and services at a time when they’re open to listening and learning. In the new normal... For businesses that previously only offered out of home services, this period could serve as an opportunity to build out a more permanent space in the home for your brand. Adapting so people can enjoy the experience of your product or service from home is a flexibility people will appreciate and remember. It could transform customers into brand advocates in the long-term.
  139. 139. UNPRECEDENTED? 139 Reskill Now People have been using this time to pivot their prospects
  140. 140. UNPRECEDENTED? 140 Before Covid-19 Contemporary culture praises productivity. And bolstered by uncertain economic prospects and a growing aversion to the conventional 9-to-5, side hustles, second jobs and always-on digital upskilling have become the norm. During Covid-19 With the weight of the crisis forcing us to reassess what’s important to us – and many anxious for their livelihoods – people have been using the an abundance of time during lockdown to upskill and reskill through a range of digital channels. Reskill Now People have been using this time to pivot their prospects UNPRECEDENTED?
  141. 141. UNPRECEDENTED? The Federal Department of Education in Australia is working with education providers to develop six-month courses in subjects from teaching to engineering for people to reskill during lockdown Australia Gen Zers have been using time in lockdown to upcycle, customise and make their own clothes, with brands like Dickies offering tutorials on social to support them Global Dough It Yourself is a gourmet pizza kit business started by a property developer who was looking to diversify his career prospects during lockdown Dubai Where we’ve seen it? At the height of the first wave, Nikon its entire curriculum of online photography classes free Global Reskill Now 141
  142. 142. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 142Reskill Now RESKILL NOW
  143. 143. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 143Reskill Now RESKILL NOW People have always looked online to learn, but now it’s for a new reason. Some are bored and seeking purpose, others are anxious about job security and finding new skills to survive. They’re at opposing ends of a spectrum, but right now, they’re all flooding the same digital spaces to achieve very different things Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  144. 144. UNPRECEDENTED? 144UNPRECEDENTED? What it means for brands In Q3 and Q4... There’s a huge opportunity for knowledge sharing right now, as the economic situation continues to unfold. Brands that have aggregated value through expertise – whether they’re industry specialists or they have the best tech – have an opportunity to democratise access to their resources. In the new normal... As life returns to normal, the desire – and time – for upskilling and reskilling will dwindle for many, but the desire to learn and to grow (which existed before the crisis) will remain. Off the back of this time, we could see people’s perception of social platforms shift. While YouTube’s role in learning will persist, we could see platforms like Instagram and TikTok legitimised as educational resources.
  145. 145. UNPRECEDENTED? 145 Virtual Showrooming People are trialling and researching products online
  146. 146. UNPRECEDENTED? 146 Before Covid-19 Retail innovation has seen an increase in virtual retail experiences, but data has long suggested people prefer offline shopping where possible, especially on big tickets items. During Covid-19 Lockdown saw e-commerce sales skyrocket and many brands have been forced to adapt. Without the ability to head to stores, people have been more open to virtual ways to research and experience products. Virtual Showrooming People are trialling and researching products online UNPRECEDENTED?
  147. 147. UNPRECEDENTED? To announce a partnership with Rimowa, Dior launched three Snapchat lenses that let people visualise the collection in their world Global ŠKODA’s Virtual Showroom service enables dedicated specialists to give customers live demonstrations and maintenance advice from their own driveways UK People are using virtual dressing rooms like Bold Metrics and Forma to try on clothes before buying Global Where we’ve seen it? Chinese e-commerce platform JD has seen a number of brands including Clarks, PHILIPS and Havaianas livestream new products to entice shoppers China Virtual Showrooming 147
  148. 148. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 148Virtual Showrooming VIRTUAL SHOWROOMING
  149. 149. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 149Virtual Showrooming Every brand that has a physical showroom is investing very heavily in AR and other innovations right now, doing whatever they can to bring those experiences home. In the short-term, brands simply need to create options for people who want to experience their products. But once people can go back to physical stores, they will Werner Iucksch, Strategy Director, Singapore VIRTUAL SHOWROOMING
  150. 150. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 150Virtual Showrooming This will pave the way to better online research for brands and products, before people head into a store. It’s a precursor to the offline retail experience Dr. Tunisha Singleton, Media Psychologist & Brand Consultant VIRTUAL SHOWROOMING
  151. 151. UNPRECEDENTED? 151UNPRECEDENTED? What it means for brands In Q3 and Q4... Until there’s a vaccine, brands will need to continue to adapt to consumer anxieties around physical retail spaces by taking advantage of emerging tech With all audiences – even those who favour physical retail – shopping online, ensuring interfaces are inclusive will be integral to maintaining customers. In the new normal... Some of these innovations point to more entertainment-based forms of e-commerce. In the long-term, we could see going shopping as a way to spend time become more normalised in digital spaces. We’ll also see the consumer journey become more seamless, and social platforms could soon start integrating more of these e-commerce functions for brands.
  152. 152. UNPRECEDENTED? 152 We have various AR apps for trying on makeup or analyzing your skin to tailor product recommendations. They’re a highly valuable, immersive branded experience. But we are also exploring how we can meet make-up lovers where they already are, by looking at AR options built into the social media experience – like on Instagram Whitney Coble Global Social & Influencer Marketing Manager at Mary Kay 152
  153. 153. UNPRECEDENTED? 153 In-Feed Advocacy People have been engaging with practical political resources on social
  154. 154. UNPRECEDENTED? 154 Before Covid-19 Social media has long been used as a source of information and education around current affairs – especially platforms like Twitter and YouTube – but has historically been a place for commentary and conversation. During Covid-19 During Covid-19, people have been spending more time creating reliable and actionable resources around socio political moments, ensuring people are not just scrolling past information in this space, but genuinely engaging with it. In-Feed Advocacy People have been engaging with practical political resources on social UNPRECEDENTED?
  155. 155. UNPRECEDENTED? So You Want To Talk About… dissects politics and social issues via educational Instagram carousels, and has racked up almost a million followers since June 2020 Global Google Docs outlining key anti-racist resources and learning plans have been widely shared across platforms Global Thousands of teenaged TikTok users mobilised via the app to organise a digitised boycott of Trump’s 2020 campaign app, flooding it with negative reviews on Apple’s App Store US / Global Where we’ve seen it? German TV channel ZDInfo has been using Instagram’s carousel formats to create digestible 101s on important social and political subjects Germany / Global In-Feed Advocacy 155
  156. 156. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 156In-Feed Advocacy IN-FEED ADVOCACY
  157. 157. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 157In-Feed Advocacy IN-FEED ADVOCACY The issue of civil injustice isn’t new, but this mode of response is very new. We’re seeing new formats and spaces emerge to cater to these subjects, and as a result more people – and brands – are finding reason to enter these spaces. We’re taking a more aggressive approach to consciousness and resource creation, finding actionable ways for people to learn and contribute Dr. Tunisha Singleton, Media Psychologist & Brand Consultant
  158. 158. UNPRECEDENTED? 158UNPRECEDENTED? What it means for brands In Q3 and Q4... This provides a huge opportunity for brands to use long-form content to be transparent and offer education. We’ll likely see more brands make commitments as a result of this shift. In an environment steeped in cynicism, ensuring those commitments are achievable will be important. In the new normal... This behaviour points to the future of all social platforms as a legitimate resource for social justice and news. For industries where it makes sense, there’s an opportunity to build out more hard-hitting feeds built around trustworthy information. In this landscape, Likes and Saves will also become more important, with people using these functions to save important content to come back to when they have time.
  159. 159. UNPRECEDENTED? 159 Previously we’ve steered away from text heavy images because Facebook’s algorithms would penalize you for this kind of content. It will be interesting to see how the algorithms will change, and what the standards around how to promote things will look like as a result Whitney Coble Global Social & Influencer Marketing Manager at Mary Kay 159
  160. 160. UNPRECEDENTED? Expert Influence People are looking to influencers with proven expertise To recap 160 Everyday DIYers People have been learning how to recreate the little luxuries Reskill Now People have been using this time to pivot their prospects Virtual Showrooming People have been trialling and researching products they want online In-Feed Advocacy People have been engaging with practical political resources on social
  161. 161. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 161Information EXPERT INFLUENCE RESKILL NOW VIRTUAL SHOWROOMING IN-FEED ADVOCACYEVERYDAY DIYERS
  162. 162. NEW BEHAVIOUR EXISTING BEHAVIOUR EXISTING MOTIVATION NEW MOTIVATION ADAPTATIONS DEVIATIONS AMPLIFICATIONS SUBSTITUTES UNPRECEDENTED? 162Information EXPERT INFLUENCE RESKILL NOW IN-FEED ADVOCACY So what unites the three newest and most promising developments we’re seeing in the way we find and consume information online? EVERYDAY DIYERS VIRTUAL SHOWROOMING
  163. 163. UNPRECEDENTED? 163 The way we use our social channels is diversifying
  164. 164. UNPRECEDENTED? 164 Driven by a fundamental shift in content needs during the crisis, people are realising new purposes that social can serve.
  165. 165. UNPRECEDENTED? 165 Driven by a fundamental shift in content needs during the crisis, people are realising new purposes that social can serve. In this landscape, legitimate sources of information have found a place across platforms.
  166. 166. UNPRECEDENTED? It’s a shift that each of these behaviours highlights... 166 Expert Influence sees a legitimisation of the figureheads and influencers that we follow. Reskill Now sees people use social and digital channels to maximise their career prospects. In-Feed Advocacy sees people educate themselves on political matters from within their feeds.
  167. 167. UNPRECEDENTED? 167 It points to a future in which the way people engage with social will have to evolve to accommodate these new needs 167
  168. 168. UNPRECEDENTED? 168 TikTok hashtags like #algebra and #geometry place social platforms at the heart of personal progression. The spiking use of Saves on platforms like IG point to a shift in how people organise content they want to come back to. Platform-owned campaigns are educating people on how to be more discerning about what they read in their feeds. We’re already starting to see this shift unfold...
  169. 169. 169UNPRECEDENTED? Are the changes we’re seeing in how we behave online really Unprecedented?
  170. 170. UNPRECEDENTED? Introduction 170 We’re seeing a shift from passive connection to conscious connection. Are the changes we’re seeing in how we behave online really Unprecedented? Immersive entertainment is moving from the fringes into the mainstream. The way we use social channels is diversifying to incorporate more informative usage.
  171. 171. UNPRECEDENTED? Introduction These are not unprecedented changes, but natural evolutions that have accelerated. They are proof that crisis can be a catalyst for change. 171
  172. 172. UNPRECEDENTED? Introduction TORONTO NEW YORK LONDON PARIS BERLIN MUNICH MADRID MILAN DUBAI SINGAPORE BEIJING SYDNEY TOKYO SHANGHAI HONG KONG 172 Get in touch Want to find out more about how these trends are likely to impact your brand? Get in touch with your local We Are Social office. wearesocial.com/contact

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