Active consumers – their new expectations and needs in a post-Covid world.
More than ever before, the search for meaning is at the heart of our lives. With the pandemic, we are entering an era of questioning and permanent uncertainty. A new normality is emerging, torn between a legitimate need for security and a relationship with the world and nature that is more open and inclusive.
Brands and retailers in the food, beauty and health sectors need to review their fundamental missions and understand the new consumption markers. While some trends have been stopped in their tracks, others have progressed, many will remain, and several weak signals have been revealed: online shopping, teleworking, gardening, the rise of locavorism, the need for transparency, the desire to protect our individuality and our health… while also opening up to others, the powerful need to escape, and the fear of losing one’s job.