Employers are looking for ways to protect productivity and ensure team dynamics remain positive. And amid uncertainty about the future of businesses small and large, employees are trying to adapt and think ahead. We’ve seen a surge in search interest related to “team building” (up over 9%) as companies begin to plan adjustments over a longer period of time.
Meanwhile, as travel restrictions prevent many from getting on a plane or going business owner database to a hotel, the desire to experiment, explore and find inspiration may begin to feel more like a necessity than a luxury. People looking to escape are turning to digital to connect with the arts and nature.
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The Consumer Experience at Home with Self and Others
People with a new appreciation for the importance of staying well are prioritizing their physical health, becoming more aware of their emotional and mental well-being, and making time for self-care rituals.
At the same time, people are hungry to connect with their immediate and global communities. There is a desire to be “alone together” as we go about our daily activities, and to empathize and learn from those in other countries around the world who have been impacted by the crisis. Search interest in “how to help” is on the rise, with search interest in the term “alone together” up 75% since January. “Quarantine love” also began trending on March 13.
The Consumer Experience at Home with Consumption and Spending
Financially impacted consumers are taking a more conservative approach to discretionary spending as they focus on immediate needs, both material and psychological.
However, as they reduce discretionary spending, people are also looking for ways to give back and help the most vulnerable in their communities.
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Marketing during a dynamic reprioritization
Together, these profound changes in the way people experience everyday life have created a dynamic reprioritization of the how, when, where and why of consumption. They require a rethinking, from marketing to consumer needs, to marketing to consumer needs at home.
These are questions that are emerging as we look to drive marketing to meet the needs of consumers at home:
1. How do we support consumers as their needs evolve?
2. How are we adjusting to the new 24/7 consumption cycle?
3. How are we embracing novelty to help consumers combat boredom?
As we all work to figure out how to best adapt to a dramatically different environment, we’ll continue to share more details about emerging behavioral trends and how we’re adapting at Google. In the meantime, we invite you to dive deeper into each of the trends we’re seeing as these new at-home consumer experiences evolve with time and space, work and leisure, self and other, and consumption and spending .
