Time, money and sex: What are consumers craving?
For better or for worse, pandemic life has changed consumer behaviour—and it looks like many of these are here to stay.
In this issue of MarketWell, we investigate some of the small behaviours that are driving big changes, especially when taken together…
- Mobile minutes are on the rise: how can you capitalize on this upswing?
- Bite-sized retail therapy: A new breed of options enables consumers to buy now, pay in installments. Is this really a good thing?
- Think small in a big way: Indigo shines the spotlight on mini businesses and taps into “buy local” demand
- Six trends in sexual wellness: from Bronwyn Singleton
Wellbeing from around the web
People are spending more time on their phones than they are watching TV, according to mobile market data platform App Annie. And it’s not just Gen Y and millennials. Mobile app downloads and usage is up 16% for Gen Z, 18% for millennials and a combined 30% for Gen X and boomers. The takeaway: It’s a great time to engage with your audiences on social media, but simply running ads isn’t enough to encourage active engagement. Create a content strategy so every piece of content—from Instagram posts through online ads—is consistent in messaging and is published at regular intervals.
Consumers want instant gratification…even though they may not have the cash to actually pay for it at this instant. But are “buy now, pay later” plans a good idea for consumers and marketers? MoneySense weighs the benefits—like no effect on credit scores—against the pitfalls—like high interest rates. The takeaway: Before deciding whether to offer flexible payment plans, consider whether you’re truly helping your consumers’ financial wellbeing.
This spring, Indigo is launching a new shop-in-shop experience called mini marché, featuring unique products for kids from Canadian businesses. We spoke with Gail Banack, Vice President of Kids and Chief Kids Officer about how this new initiative fits with the company’s focus on intentional living while supporting small, diverse Canadian businesses.
“This has been a difficult time for people, but businesses are really suffering. For entrepreneurs to get found and seen by consumers is especially difficult during this time,” says Banack. “mini marché helps support small Canadian businesses with unique, innovative products and diverse backgrounds.”
Businesses are invited to apply to be part of mini marché until February 12 and priority will be given to brands who identify as BIPOC-, women- or LGBTQ2+-owned and operated and those who are purpose-driven and focused on sustainability and philanthropy.
“We are positioning Indigo as being about living with intention, living thoughtfully, committed to self care and sustainability. We want to help parents inspire creativity and develop a lifelong love of learning and reading,” says Banack. “So mini marché is completely in line with what we are about. It also lines up with where the world is right now in supporting diversity and small businesses.”
Last issue, we shared an interview with Registered Psychotherapist Bronwyn Singleton about sexual wellness. Just in time for Valentine’s Day, we’re sharing her predictions for the six trends in sexual wellness that she thinks will be conversation-starters in 2021:
- Focus on solo pleasure. This means de-stigmatization of masturbation and its legitimization as a healthy and normal—even necessary—form of pleasure
- Exploring the intersectionality between spirituality and sexuality, especially as pertains to ancient wisdoms and traditions (e.g., tantra, chakra healing, energy work, ritual, renewed interest in the sacred feminine, etc.)
- Sexual inclusivity—fostering access to and celebration of sexuality for all bodies—aging bodies, differently abled bodies, bodies of different shapes and sizes, etc. This includes a general movement toward body positivity.
- More awareness around digisex and virtual sex, including important conversations on the ethics of virtual sex. This will be manifest in multiple ways, from more regulation of digi sex (the PornHub scandal), increasing inclusivity in porn, and recognition of digisexuality as its own sexual identity/position.
- More interest in CNM (Consensual Non-Monogamy) and polyamorous relationship models, along with more critiques of monogamism
- This is less of a slam-dunk, but my outlier pick is more focus on asexuality, aromanticism and on celibacy as a legit form of identity and expression
If these trends will be top-of-mind for your consumers, what can you and your brand do to embrace them?
Share MarketWell with fellow wellbeing marketers and we’ll make a donation to the Canadian Mental Health Association (CMHA).
As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.
To your wellbeing,
Founder and President
Felicity [Inspiring Communications]