06 Jul Innovating for a ‘New Normal’
Covid-19 has changed the way we think and behave and the smart brands are responding quickly as we all negotiate a ‘new normal’.
Kantar’s recent COVID-19 Barometer clearly indicates that people’s attitudes and behaviours are changing – which many had predicted. However more telling, is that 31% are starting to like their new behaviours with just over half (52%) stating that they will maintain lockdown behaviours post-pandemic.
Innovation, which has always been crucial to a brand’s success and longevity has never been more important.
A number of brands were quick to pivot to meet the immediate needs and challenges thrown up by the pandemic: Brewdog using it’s distillery to create Brewgel hand sanitiser; Dyson using its engineering expertise to manufacture life-saving ventilators and Zara shifting focus from the catwalk to the hospital ward to produce much-needed scrubs. All brilliant, all vital and great examples of brands being agile and responsive to meet a need and solve a problem.
But more than three-months on and with restrictions beginning to lift how are brands anticipating the evolving needs of the consumer post-pandemic and is the disruption in the marketplace, as suggested by Kantar’s Covid-19 arometer, an opportunity not to be missed?
According to the Grocer magazine the industry is beginning to crank up its innovation pipeline with Michael Hunter, chief growth officer at plant-based pioneer The Meatless Farm Co, commenting that the crisis has been a “catalyst for innovation rather than a cause for cutbacks”. Indeed a number of big brands including Doritos, Echo Falls, Brewdog and Napolina have all unveiled NPD over the last few weeks with Aldi launching (amongst others) a vegan ‘No Steak Bake’.
And brands have a good track record for innovating in a crisis. Looking back to Product of the Year winners that came out of the 2008/9 recession many have become household names including: Cadbury Wispa; Nurofen Express; E45 Endless Moisture Body Range and Aunt Bessies Yorkshire Puddings.
Brilliant brands will continue to emerge from this crisis and at Product of the Year we remain committed to providing a platform for those brands to be seen and celebrated. Stand out products that will have the chance to win the right to use the iconic Product of the Year red logo.
Photo by Anna Shvets from Pexels