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Peter Heshof: ‘Brand essence remains the anchor post-corona’

As a trend watcher you introduce the so-called Post-Corona Compass, also to look ahead after the crisis. What does the compass mean?

“With the Post-Corona Compass, I want to give marketers insight into the most important consumer trends post-corona. The Post-Corona Compass provides direction and interpretation in this uncertain time, based on the Zeitgeist trend model that I have applied for many Top 50 consumer brands since 2003. During the Lockdown period, needs such as connection, solidarity, empathy, reflection and small happiness were important. . As we awaken from this phase, other needs will become more dominant. I would like to share the main consumer trends in the Post-Corona Compass in the coming weeks. “

What is the use of the compass for the marketer?

“We live in uncertain times. We are shifting to a Post-Corona period with new consumer trends. The Post-Corona Compass is a compass for every marketer looking for interpretation. As direction and inspiration for your brand positioning, strategy and innovation. The Post-Corona compass is based on our trend model, in which we explain that trends are no coincidence but that they are driven by the fixed cycle of the spirit of the time. The same consumer needs return every 40 to 50 years, only in a different form, product, service or experience. “

The same consumer needs return every 40 to 50 years, only in a different form, product, service or experience

As a trend watcher, what do you think are the main consequences of the corona crisis, especially in the consumer field?

“The corona crisis, like any crisis, has an accelerating effect towards a new zeitgeist period. We come from a Feel Good, Experience, Purpose period where the Millennial felt at home and we go to the Smart Wellbeing period, well suited to GenZ. During this period you want to know what is best for your well-being and what is best for the well-being of our world. Not based on a fun Instagrammable post from an influencer, but based on expertise, science, technology and data. “

Has the corona crisis led to a different consumer?

“Don’t expect a new consumer, because the primal needs of people continue to exist. You do see a shift between the primal needs. A number of them are becoming more dominant, such as the need for security, control, performance, safety, healthy & fit, escapism, responsible business and smart cocooning. Themes that I will come back to in my Post-Corona Compass in the near future. “

Does this also apply to brands? Should they profile themselves differently?

“Successful brands move with the changing zeitgeist and needs. There is a lot of work to be done to be ready for the new period, to make the leap forward. Brands can no longer live on their heritage, on their past. Claims like we have been making the tastiest sweets since 1858 or the best insurance will no longer be relevant. “

In the Post-Corona Compass I will indicate which consumer trends will become dominant in the post-corona era. It is the role of the marketer to respond to this in a timely manner, but always from the strength of your brand.

What challenges await the marketer in the post-corona era?

“The marketer must realize that the consumer needs will change significantly in the coming years, that a new zeitgeist is coming. In terms of shift, this change can be compared to the 1990s / early 2000s when we as a society shifted from the Sky is the Limit Zeitgeist period to the Back to Basic period. Where after the profit-tripler Investment Policy, drinking a Bacardi Breezer together with Chris Zegers on a Swiss Life Palm Beach, it suddenly turned to completely different needs. Such as authenticity, familiarity, retro, transparency, sustainability and the Maker as Hero. In the Post-Corona Compass I will indicate which consumer trends will become dominant in the post-corona era. It is the role of the marketer to respond to this in a timely manner, but always from the strength of your brand. Because the brand essence remains the anchor in every period of time, the starting point for every positioning, strategy and innovation. “

Online Book: The logic behind the trends

Heshof is often asked when he will write a book about his trend model, about the logic behind the trends. There is good news. It has not become a physical book, but a virtual book, in the form of a trend video and an online course.

Interested, go to www.tobloom.nl

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