May 21, 2020 | By Hannah Manton
Big data meets consumer insights, Experience WGSN.
Under normal circumstances, when tragedy erupts across the globe, people come together in physical groups of solidarity or protest. But in a time of social distancing, people have to find different ways to connect. Instagram ‘Live’ has emerged to unite audiences despite geographic barriers. In the midst of social distancing, this ‘in real-time’ interactive format is helping audiences to connect, create, and feel part of a community again. Brands are doing their bit to support their audiences, and many have offered airtime on their platforms to local creatives as a place to exhibit their work. This goal of entertaining and inspiring their followers helps them escape the reality of the world for a few minutes.
Sponsored live-streamed performances, virtual happy hours or interactive lunch meetings on Zoom can help brands relate to customers in a ‘real’ way and in new spaces. We’ve also seen a rise in skill sharing, live tutorials, and workouts from brands who are championing the talents of their staff. These interactive digital events can ultimately shift the way we connect with each other, conduct business, and sell to consumers in a more personalized way in a post-Corona world.
Going forward, kindness will become the ultimate metric that consumers judge companies on. How they empowered their community during these challenging times will be remembered. Customers will favour these brands and continue to shop with them when the pandemic has passed.
For more on how brands should connect with customers in challenging times, find WGSN report Digital Human Connection
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