Brands focus on supporting essential workers in the midst of COVID-19
Trend - As the COVID-19 pandemic continues, people, communities and businesses alike are recognizing the efforts of people on the frontlines--whether that's doctors, nurses or essential workers like grocery store staff. Brands are pushing to support these workers not just in their workplace needs, but in enhancing their quality of life.
Insight - For people who have had to continue their work outside the home, at a time when physical distancing is recommended for public health, risking their personal safety means that the basic functions of society are able to remain up-and-running for everyone else. These individuals require more than support and safety in their professions, but products and services that enhance the quality of their life so they're able to hold on to their mental health.
Insight - For people who have had to continue their work outside the home, at a time when physical distancing is recommended for public health, risking their personal safety means that the basic functions of society are able to remain up-and-running for everyone else. These individuals require more than support and safety in their professions, but products and services that enhance the quality of their life so they're able to hold on to their mental health.
Workshop Question - How is your brand supporting essential workers?
Trend Themes
1. Frontline Worker Support Programs - With frontline workers being essential during the pandemic, many brands are creating support programs specifically for them, presenting opportunities for healthcare brands to gain positive public recognition by creating similar programs.
2. Contactless Delivery and Services - As social distancing became the norm during the pandemic, contactless delivery and services have become increasingly popular, prompting an opportunity for brands to shift their models to accommodate this new consumer preference.
3. Remote Work Enablement - The pandemic has forced many businesses to work remotely, revealing the need for tools and services that enable remote collaboration and productivity, providing an opportunity for software and IT companies to create more flexible solutions.
Industry Implications
1. Healthcare - The pandemic has highlighted the importance of healthcare workers, presenting an opportunity for healthcare brands to gain positive public recognition and support by creating programs that assist frontline workers.
2. Delivery Services - Social distancing has created a demand for contactless delivery and services, prompting an opportunity for delivery service brands to create new models that cater specifically to this need.
3. Software and IT - The shift to remote work during the pandemic highlighted the need for tools and services that enable remote collaboration and productivity, prompting an opportunity for software and IT companies to create more flexible solutions that meet the new demands of the workforce.
