The world has been moving steadfastly toward a digital future. Now, spurred by a global pandemic, the pace of digital transformation has accelerated exponentially.
How are people adapting amid extreme uncertainty, alongside social and physical restrictions? What new trends have emerged and what behaviors will fall by the wayside? What role does technology play to track with this change – now and in the months to come? How do companies need to respond?
Our research is intended to spark an ongoing dialogue around how outside trends foster new habits, behaviors and mindsets – defining the way people interact with brands and what they expect – and will expect – from companies in the future. It’s also accompanied by recommendations and actions companies can take to remain relevant, competitive and proactive -- solving for an unprecedented Now, and equipping leaders for the unknowns of Next.
The first installment of our primary research highlights several areas hit hardest by the pandemic: Shopping, Travel, Dining and Health. In coming months, we will expand our view to include more industries, sectors and ongoing global trends.
With more time at home, people are empowered to try new things as in-person recreational activities remain restricted. Digital channels, like social media, streaming video and voice become more than just tools, but critical outlets for discovery, connection and the ongoing pursuit of knowledge. Brands have the opportunity to become a part of the conversation by creating digital experiences that a help people explore, learn and grow.
Shoppers are reprioritizing how they spend, delaying discretionary purchases and trying online grocery – many for the first time. With changes in priority comes more openness to brand switching, driven by availability and cost, as well as a willingness to try new things – redefining what it means to be brand loyal. While online shopping accelerated during the pandemic, retailers struggle to optimize digital touchpoints that replace in-person interactions. As storefronts begin to reopen, retailers and brands must consider how to create safer in-store environments that better connect online and offline experiences, with a focus on contactless technologies and fulfillment options that mirror new demand trends.
With restrictions still impacting regions globally, travel plans become more domestic as people weigh health and safety risks alongside a desire to resume leisure activity outside the home. Transparency from companies on ongoing health and safety measures affect how people travel, what hotels they stay at and where they choose to dine. Contactless technology is expected and will continue to shape the future of travel and dining – providing safer ways for guests to interact, while further integrating digital tools into new experiences.
Pandemic conditions make in-person healthcare seem risky to patients, with many turning to telehealth as a safer, more convenient alternative. Though patients are embracing the service and express a need for better online experiences, a majority cite concerns over sharing more intimate health details with their providers through digital channels – marking a divide in the way patients prefer to find and share information with providers online. The future of telehealth revolves around providers’ ability to make experiences more accessible, so patients can get the information they need.
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For this initial wave, we surveyed 3,000 people in the United States, United Kingdom, Canada, Australia and Singapore. We supplemented and compared our findings with secondary research across a broader set of ten additional countries including France, Italy, Germany, Sweden, United Arab Emirates, Japan, Denmark, Thailand, China and India using syndicated and publicly available data sources.
