On the positive side, we are more connected to information than ever before, and countless whitepapers, reports and studies have come our way. However, little can be done with so many resources if we do not develop the capacity to innovate in the way we think creatively about solutions.
The new normal in business
It is impossible to prepare for a return to normal, a “new normal” is approaching for australia company email list everyone.
According to S&P Global, the five industries that would be most impacted by this period at a global level would be Airlines/Tourism, Casinos, Entertainment/Leisure, Auto Parts and Oil/Gas. The impacts caused go beyond unemployment and stock market indicators, it will also be seen in how the end user views these industries in the long term.
A new lifestyle for the people
Some reports indicate that the total adaptation to a new lifestyle is necessary. The report by The Board of Innovation brings up a term, “The new low touch economy”.
A scenario in which consumers will be more cautious about physical contact, being in closed spaces with large concentrations of people and travelling in the traditional way. This implies an imperative need for rapid adaptation of business models and brand experiences to consumers who will experience periods of tension.
“ This implies an imperative need for rapid adaptation of business models and brand experiences ”
Even for industries that have seen demand growth thanks to a more avid home entertainment user, consumer indulgence and need for connection and content, there is no established “business as usual”; and for growth to be consistent over the long term, the way a product or service is promoted has to generate user trust on a new level.
The need for reinvention
As this adaptation process progresses, marketing and advertising agencies also find it necessary to break the mold.
Traditional campaigns could go unnoticed by a consumer who focuses on living day to day, and online campaigns, favored by retargeting, could generate a repetitive and exhausting impact on a user with more online shopping options.
The role of communication consultants, now more than ever, must be reborn in the strategy, it must drive creative innovation at every stage of the journey of connection with the user. As strategists, it is necessary to diversify the tools, data sources, brief resolution processes and even the creation of work teams for clients.
Creative innovation at the forefront
Value creation in the production chain can come from different areas. Although it traditionally came from R&D, consumer insights or marketing teams, businesses must now rely on the creative innovation of their partners to anticipate the constant changes in the environment of their potential consumers. Creating value and differentiation is now in everyone's hands.
“Businesses will now have to rely on the creative innovation of their partners to anticipate the constant changes in the environment of their potential consumers.”
What do consumers expect from brands?
Additionally, citizens are expecting brands to play a supportive role in this new context. According to a study by DDB Latina , 43% of people are expecting brands to stop thinking only about business and do something for society, while 42% want them to work to improve the environment.
