Brands offer customers gifts to relieve stress related to COVID-19
Trend - Brands across industries are offering special gifts for customers in light of the COVID-19 pandemic that's cancelled their customers plans for the foreseeable future. These gifts include everything from alcohol for people who have turned legal drinking age under shelter-in-place orders, to vacations for people who work in hospitals battling COVID-19.
Insight - As consumers face health and lifestyle-related disruptions, they're having to adapt and figure out what they enjoy doing in a more restricted capacity. These individuals are turning to brands that are able to offer them a sense of hope as they navigate this stressful period of their lives, and try to make the best of goals and habits that are not currently feasible.
Insight - As consumers face health and lifestyle-related disruptions, they're having to adapt and figure out what they enjoy doing in a more restricted capacity. These individuals are turning to brands that are able to offer them a sense of hope as they navigate this stressful period of their lives, and try to make the best of goals and habits that are not currently feasible.
Workshop Question - How does your brand help its customers relieve stress during times of crisis?
Trend Themes
1. Brand Gift - Brands in various industries are offering special gifts to customers impacted by the pandemic, such as beer, vacations, or free food delivery.
2. Luxury at Home - Services and products that bring luxury hotel experiences to customers' homes have emerged, offering home delivery of meals, robes, room services, and more.
3. Honoring Frontline Workers - Campaigns and giveaways that recognize the sacrifices and dedication of frontline workers have become popular, offering free vacations, gift cards, or other incentives.
Industry Implications
1. Hospitality - The hospitality industry can explore opportunities to offer luxury hotel experiences in the comfort of customers' homes, including room service, delivery of products, or virtual activities.
2. Marketing and Advertising - Marketers and advertisers can leverage the trend of brand gifts and experiences to gain loyalty and engagement from customers who are seeking comfort and hope during the pandemic.
3. Healthcare - Healthcare providers or companies can consider ways to recognize and reward frontline workers, including campaigns, giveaways, or other incentives that show appreciation for their dedication and sacrifices.
