We’ve crunched the latest numbers and plucked out the trends that matter. Here’s what you need to know about the year ahead.
Many predicted that COVID-19 would mean the death of the city. If you can work from home, why not move to the countryside? But actually, most countries are still urbanizing, with cities in the West evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.
% of urbanites who would choose to continue living in the city
Almost overnight, office-acclimated workers had to set up camp at home and get working. Now bosses are torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but may also boost productivity and employee satisfaction – when combined with flexible working.
Office staff are…
32% more likely to be allowed to work from home
5% more likely to work more flexible hours
What a year. The pandemic in 2020 put just about every bit of our lives out of whack. Sadly, the effects of this health crisis will usher in another one in 2021 – a mental health crisis. Businesses will need to take the same proactive approach that they used in the early stages of the corona meltdown.
As the COVID-19 crisis develops, businesses must think through their responses beyond short-term crisis management. Like building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.
The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment…or so it seemed. Sadly, any gains look set to be wiped out as normality returns. Cynicism is also making a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure our green values remain a hot topic through 2021.
Many have called 2020 a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. So their decisions and behaviors will be more impactful than you might think.
The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Three trends that will converge in the world of “livestreaming commerce”. Already popular in China, livestreaming commerce will be a new battleground for retailers and may bring community and entertainment to online shopping – elements it currently lacks.
% of internet users in 7 countries who say the following would encourage them to buy a product online
The hot topic of data privacy seems to be cooling off. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.
% change in agreement levels with the above statement between Q4 2019 and Q1 2020