1.
How is Covid-19 changing
the way we behave online?

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.
UNPRECEDENTED? Introduction
Who we work with
The most pioneering global
brands in the world.
3

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.
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.
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.
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.
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.
UNPRECEDENTED? Introduction
Unprecedented
or not, swathes of
new behaviours
have emerged
during this time in
terms of how we
use digital
channels.
9

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.
UNPRECEDENTED? Introduction
But we can interrogate some of
the most interesting behaviours to
make an educated guess...
11

12.
UNPRECEDENTED? 12
NEW BEHAVIOUR
EXISTING BEHAVIOUR
UNPRECEDENTED?
Firstly, is it truly new,
or is it part of an
existing behaviour?

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
UNPRECEDENTED?
How is Covid-19 changing
the way we connect?
23

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.
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.
UNPRECEDENTED?
What are the key
behaviours
defining the ways
we connect during
Covid-19?
26

27.
UNPRECEDENTED? 27
Public
Spaces
People have been
replicating the feeling
of public spaces with
strangers through social

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.
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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 31Public Spaces
PUBLIC SPACES

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.
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.
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.
UNPRECEDENTED? 35
Intergenerational
Media
People are connecting
with their families
by merging their
media habits

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 38Intergenerational Media
INTERGENERATIONAL MEDIA

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.
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.
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.
UNPRECEDENTED? 42
Local
Spirit
People are more invested
in their immediate
offline locales and
communities

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.
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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 46Local Spirit
LOCAL SPIRIT

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.
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.
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.
UNPRECEDENTED? 50
Notification
Fatigue
People are feeling
overwhelmed by
always-on digital
communications

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 53Notification Fatigue
NOTIFICATION FATIGUE

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.
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.
UNPRECEDENTED? 56
Mobilised
Fandoms
Fan communities are
mobilising to make the
changes they want to
see in the world

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 59Mobilised Fandoms
MOBILISED FANDOMS

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.
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.
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.
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.
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.
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.
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.
UNPRECEDENTED? 67
We’re seeing a shift
from passive connection to
conscious connection

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.
UNPRECEDENTED? 69
It’s a departure
from the more
passive forms of
connection our
social feeds
have long
enabled
69

70.
UNPRECEDENTED? 70
We’ve been forced to
use digital to connect
in every aspect of
our lives

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.
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.
UNPRECEDENTED?
How is Covid-19 changing
the way we stay entertained?
73UNPRECEDENTED?

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.
UNPRECEDENTED?
What are the key
behaviours
defining the
ways we’ve stayed
entertained during
Covid-19?
75

76.
UNPRECEDENTED? 76
Comfort
Blankets
People want
entertainment that
provides comfort
amid anxiety

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 79
COMFORT BLANKETS
Comfort Blankets

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.
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.
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.
UNPRECEDENTED? 83
Living
Live
Live streamed
entertainment
has gone
mainstream

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.
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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 87
LIVING LIVE
Living Live

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.
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.
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.
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.
UNPRECEDENTED? 92
Thirsty
Fandoms
Fan communities
have been living for
surprise lockdown
drops

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 95
THIRSTY FANDOMS
Thirsty Fandoms

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.
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.
UNPRECEDENTED? 98
Virtual
Selves
People have been
spending more of
their time online as
avatars

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 101
VIRTUAL SELVES
Virtual Selves

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.
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.
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.
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.
UNPRECEDENTED? 106
Home
Playgrounds
People are using digital
channels to make the
most of their downtime
from home

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.
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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 110Home Playgrounds
HOME PLAYGROUNDS

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.
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.
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.
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.
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.
UNPRECEDENTED? 116
Immersive entertainment
is moving from the fringes
into the mainstream.

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.
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.
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.
UNPRECEDENTED?
How is Covid-19 changing
the way we get informed?
120

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.
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.
UNPRECEDENTED?
So let’s explore
the key behaviours
defining the ways
we’ve stayed
informed during
Covid-19...
123

124.
UNPRECEDENTED? 124
Expert
Influence
People are looking
to influencers with
proven expertise

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.
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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 128
EXPERT INFLUENCE
Expert Influence

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.
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.
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.
UNPRECEDENTED? 132
Everyday
DIYers
People have been
learning how to
recreate the little
luxuries

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 135Everyday DIYers
EVERYDAY DIYERS

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.
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.
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.
UNPRECEDENTED? 139
Reskill
Now
People have been
using this time to
pivot their prospects

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 142Reskill Now
RESKILL NOW

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.
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.
UNPRECEDENTED? 145
Virtual
Showrooming
People are trialling
and researching
products online

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 148Virtual Showrooming
VIRTUAL SHOWROOMING

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.
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.
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.
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.
UNPRECEDENTED? 153
In-Feed
Advocacy
People have been
engaging with
practical political
resources on social

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.
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.
NEW BEHAVIOUR
EXISTING BEHAVIOUR
EXISTING MOTIVATION NEW MOTIVATION
ADAPTATIONS
DEVIATIONS
AMPLIFICATIONS
SUBSTITUTES
UNPRECEDENTED? 156In-Feed Advocacy
IN-FEED ADVOCACY

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.
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.
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.
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.
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.
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.
UNPRECEDENTED? 163
The way we use our social
channels is diversifying

164.
UNPRECEDENTED? 164
Driven by a
fundamental shift in
content needs during
the crisis, people are
realising new purposes
that social can serve.

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.
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.
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.
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.
169UNPRECEDENTED?
Are the changes
we’re seeing
in how we
behave
online really
Unprecedented?

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.
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.
UNPRECEDENTED? Introduction
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HONG KONG
172
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