The extraordinary impact of COVID-19 on consumer behaviour
The COVID-19 pandemic has sparked immediate and lasting change on human behaviour. With over a fifth of the world's population having been in lockdown, a recession on the horizon, and brands under pressure to adapt, our aim is to help business prepare for the future. We've developed a framework of decision making to help you navigate these cultural and behavioural shifts. Get in touch to find the right solution for you.
Since the start of March 2020, we’ve been shifting our focus to analyze the surprising impact of the pandemic crisis, resulting in the production of the Pandemic Culture ‘Living Report’. Designed around a Pandemic Response Framework considering the five stages of a crisis response, we’ve been activating our network of academics, thought leaders, and cultural experts to widen our community’s understanding. We’re sharing the key learnings on our weekly webinar series, building up a living record of the biggest shifts from the past few months on our Library, and sparking debate with our LinkedIn Pandemic Culture Community.
The Canvas8 Library in an exclusive insights platform containing 26,000+ original research signals, reports and case studies. Our members get access to the latest insights in consumer behaviours and the research underpinning our Pandemic Culture series.
Lockdown access offers a free trial to our Library and a taster of life as a Canvas8 Member. This includes use of our daily updated COVID-19 section, access to our six unique macro behavioural shifts that have emerged from the pandemic and our weekly curated insight mailers direct from our analysts.
Canvas8 works at the intersection of commercial understanding, behavioural sciences and popular culture. For the latest insight into how the pandemic is impacting culture and the industry, explore the latest posts on our Keeping TABS blog.
Vaccine data shows that uptake is levelling out in the US, with younger people and their parents less enthusiastic about the shot. Amid confusing messaging about the safety of the vaccine for younger people, leading this group to question its effectiveness, there’s a need for a better outreach push.
The need for affordable childcare is amounting to a crisis in the US that largely affects female workers. To that end, tech unicorn Guild Education has announced Beehive, an affordable in-house childcare option whose model they aim to make available to other companies hoping to follow suit.
As India continues to be hit hard by the pandemic, there’s widespread concern about governmental mismanagement of the issue, and some are turning elsewhere for help. Google India is cementing itself as a helpful ally by launching a tool that helps people locate their nearest vaccination centre.
Small-scale dinner party pop-ups are helping Australian Gen Yers feel connected to one another after one of the world’s strictest lockdowns. Seen as an antidote to the asocial way of lockdown life, these parties are helping people connect loosely to strangers and boost their mental health.
What do ketchup packets, jacuzzis, and washing machines have in common? They’re all HTF (hard to find) goods people are going to great lengths to track down online. As the pandemic causes a slowdown in production, a range of niche domestic products have become covetable must-haves.
Despite predictions of a post-COVID-19 summer of hedonism and debauchery, research reveals that the pandemic has motivated singles to look for partners rather than casual sex. Many are craving intimacy and reliability, creating room for brands to cater to this mindset.
Card game We’re Not Really Strangers has been designed to help people initiate meaningful offline connections with each other. Its popularity reflects a growing awareness that online interactions can’t always deliver the same depth and authenticity in relationships as IRL ones.
Whether they've listened to music on vinyl records or captured memories with Polaroid cameras, Gen Zers have found comfort in nostalgia during the pandemic. According to research, this emotional affinity for eras not personally experienced is called 'communal nostalgia'.
Amid feelings of separation and social volatility, people's desire for stability is being reflected in their purchase decisions. In pursuit of comfort, softness, and plush textures, squishy ‘blob’ furniture is rising in popularity, offering the coziness and versatility that people crave.
Wary of performative gestures of solidarity and care, Canadian consumers have become less trusting of big brands during the pandemic. People are paying extra attention to company ethics, and they’re less forgiving when brands don’t stay true to their promises in the long-term.
Google has begun refitting its global offices to cater to new styles of working. With more employees choosing to continue working from home or opting for a blend of remote and office work, the tech giant is introducing personalisation and adaptability for those who are returning to the office.
Social distancing measures left many people feeling isolated and craving the intimacy of physical touch. As lockdown measures ease and some normality resumes, vaccinated singles are eager to get intimate again – and sales of condoms are soaring as a result.