Trends for pandemic evolution

Reverse globalisation, a digital takeover, the rise of big data, social distancing, and health and wellness are possible new trends in the post-pandemic world, says Mindshare, a leading marketing and media network.

“We see a change in user behaviour after the pandemic,” said Natha Piyavirojsthien, strategic planning director of Mindshare Thailand.

Brands need to account for these trends and ramp up their communication strategies to approach customers.

The company envisions seven trends emerging after the pandemic subsides, Ms Natha said.

The first is reverse globalisation, in which countries reconsider the global supply chain and interdependence of production, with some suppliers deemed “too risky” because they could interrupt the whole process “like dominoes”, she said.

To minimise vulnerabilities in an unexpected crisis, companies are likely to shift towards local suppliers or diversify suppliers.

“We anticipate multinational companies will not diminish, but it is likely there will be more global design but local production,” Ms Natha said.

Bongkoch Chaimuangma, strategic planning manager at Mindshare, said digitalisation will become crucial as a basic infrastructure utility.

“We see digital transformation widening, going beyond tech-savvy users,” Ms Bongkoch said. “During the outbreak, low-tech users gradually adopted technologies and innovations, mainly in food delivery, e-commerce, online banking and even virtual experiences.”

Third, big data analysis will gain steam. Data analysis will become vital for business and marketers.

Fourth, people will pay more attention to health and wellness in the wake of the health crisis.

There will be a greater demand in high quality products in healthrelated categories.

A focus on hygienic behaviour should eventually become a universal facet of socially responsible manners, Ms Bongkoch said.

The fifth trend is continued social distancing. People will stay at home more, perhaps looking for products or services that make such practices more luxurious and comfortable.

For example, users will pivot towards more advanced functional products, such as coffee makers that add to creating a unique and luxurious lifestyle at home.

Customers may seek hairdressing services at home as well.

Sixth, consumers’ perception of happiness will shift to smaller, simpler things, according to Ms Natha.

“These small moments could actually spark joy and make them feel fulfilled,” she said, adding that this will be a challenge for marketers to figure out how to serve consumers.

Seventh, people need to be prepared for the next disruption, Ms Natha said.