How COVID-19 has changed everything
Why culture, society and creativity will never be the same again
56 percent of brand leaders and 48 percent of agency leaders identified consumer behaviour and sentiment in the new-normal as a topic critical to their knowledge.
Out of the eight options listed, this topic was identified as the most important by all leaders.
LIONS STATE OF CREATIVITY SURVEY, 2021
As vaccines begin to enable us to rebuild, speculation grows on what legacy it will leave on society, culture and individuals. Whilst progress in areas like social mobility and poverty have sadly stalled, we’ve seen other trends accelerate beyond all possible predictions - just check your own social feeds and purchase behaviour if you need any more proof. But are these habits here to stay? And to what extent has the world really changed forever? Currently there are more questions than answers. What shifts do the experts think will stick? Will pre-COVID habits and sentiment come back? Will we see a “roaring 20s” or a greater polarisation of wealth? Will the path to recovery see us clamouring to spend our savings or see us appreciating a simpler, more connected way of living? Will we see a tsunami of mental health issues - as is currently the prediction. And, if so, what rights do brands have to enter sensitive conversations around both physical and mental wellbeing? So many of you want a better understanding of consumers in this new-look world. From behaviours, to sentiment, to trends, to forecasting, it’s clear we need to understand the role and purpose of brands (and how they meet consumers in a relevant and authentic way) in the post-COVID world.
“Many people have gone through some of the hardest months of their lives, some will go through even more difficult years to come. We have to make creativity that eases their lives, whether through a laugh or a product or a piece of education. We can make a difference, we now need to ensure we make a difference for the people that need it most.”
AGENCY GROUP CREATIVE DIRECTOR
As well as our community of creative leaders, we’ll also learn from the anthropologists, the philosophers, the psychologists, the trend forecasters and the virtual ethnographers. As ever, LIONS will enlist innovative thinkers from adjacent creative fields - and some of the world’s most eminent experts.
“A sense of overwhelming pressure, a backlash against hate and an emboldened mindset are key behavioural drivers”
WGSN THE FUTURE CONSUMER, 2021
“When Gen Xers reached ages 30-34, they saw a 30 percent income increase compared with the generation before, but Millennials’ income level at the same age fell by 4 percent in comparison with Gen X. Additionally, Millennials' net worth is only half that of which Baby Boomers enjoyed at the same age”
WGSN THE FUTURE CONSUMER, 2021
Business is now seen as the only institution (including media, government, NGOs) that is both ethical and competent by global consumers
EDELMAN TRUST BAROMETER, 2021
What You Said
“Shifting consumer focus and what they are most concerned about is a major challenge”
SENIOR BRAND MARKETER, FMCG
“We are in a new world of creativity because of the new behaviors created by the COVID-19 crisis and the lockdowns, as well as the economic downturn that affects cross-generations. Knowing how to respond to these changes and shifts will be crucial”
DIRECTOR, GLOBAL CREATIVE AGENCY
“Appearing attuned to today's context - including social upheavals - while still driving engagement and business results is a big challenge”
SENIOR BRAND MARKETER
“An important challenge is dealing with increased polarisation of consumer attitudes e.g. social media ire from left and right”
SENIOR CREATIVE, AGENCY