Ogilvy released a report called “Hope Creates Impact: Six Shifts from the Intersection of Culture and Commerce” that analyzes the shifts and the brands’ response to them in making the world a better place. As a backdrop, the company highlights the intersection of “Apocalypse Now” and “Hope for Tomorrow”, two co-existing and competing trends defining our current time.
As detailed in the report, the shifts were identified after months of tracking the intersection of culture and commerce and discovering what has made an impact. Fashion, movies, art, music, advertisements, new product launches, business, gossip, and news – they were all analyzed to uncover ways in which human behaviors, desires, and motivators have shifted during these tumultuous times.
Six key shifts were identified:
1. Beta-Testing Self
2. Kind Connection
3. Slow Down
4. Net Positive
5. Heal Yourself
6. Feel Alive Again
Beta-Testing Self is a shift in how people approach life choices, including career opportunities – we are all now in a state of permanent beta-testing, exploring new things and new avenues. Brands are capitalizing on this trend and enabling self-making and adaptability.
Kind Connection is a shift in how people view relationships. To quote from the Ogilvy report, “The pandemic was a big driver of this trend, as it equated solitude with safety. But more than that, the lockdown brought clarity and fresh perspective to our relationships. We realized who our true friends were, and we deepened our connection with them.” A manifestation of this trend is what Ogilvy calls “COVID weddings” – the ballroom ceremonies were swiftly replaced with intimate affairs that only included a handful of guests.
Slow Down is a shift that, once imposed by the pandemic lockdown, has forced us to re-assess the cost of the old way of doing things. Moving to the country, embracing remote work, and other lifestyle choices are here to stay. Intimate, outdoor, and mindful experiences are what people are looking for, and brands are capitalizing on that.
Net Positive is a way of doing business which puts back more into society, the environment and the global economy than it takes out. The pandemic has accelerated this trend. According to the Ogilvy report, “ninety percent of consumers believe that companies have a responsibility to take care of the planet and its people.” That is something that brands cannot ignore.
Heal Yourself is a shift caused by the pandemic that has led people to consider their health as something crucial to protect. People are making lifestyle choices and are also creating contingency plans like never before. And brands are called upon to enable meaningful changes.
Feel Alive Again is a shift emerging as we come out of the pandemic lockdown, and once again seek excitement and experiencing life to its fullest extent. The Ogilvy report mentions The Immersive Van Gogh Experience in Chicago and New York City as one such new way of feeling alive in a post-pandemic world. It is estimated that the experience economy will be worth $12B or more by 2023.
To read full report, visit https://www.ogilvy.com/ideas/hope-creates-impact-six-shifts-intersection-culture-commerce