Horizon's EVP, Chief of WHY Sheri Roder discusses the key to marketing to the elusive Gen Z.
There is no doubt 2020 has been a chaotic year. The sheer number of changes to our daily lives is understandably overwhelming. To counterbalance strain in these stressful times, people are turning to a ME First approach, prioritizing their mental health and wellbeing first. Self-care is non-negotiable as people realize that before helping others, they must put on their oxygen mask first.
Quality indoor time has people feeling inspired to bring order to their own spaces, especially as they look to destress. In comes the 2020 Netflix hit show, “Get Organized with The Home Edit.” The series is a mash-up of “Tidying Up” with Marie Kondo with a “Queer Eye” style supportive touch. In the show, expert home organizers help people categorize and contain their clutter. And in true organizing spirit, all the helpful tools mentioned in the season are accessible on the show’s site.
While some people care for themselves by rearranging spaces, others are shifting where they live entirely. According to Airbnb’s IPO filing, short-distance travel (within 50 miles of guest origin) grew 38% YOY in September 2020, while long term stays (28 days or more) were up 50% YOY in the same month. Getting away from pandemic bunkers continues to provide a necessary mental break from a peculiar year, even if that means a “workation.” In fact, more than a third of U.S. travelers (38%) say they are open to going on a trip and working remotely part time.*
Besides shifting locations, some brands are modifying the work week to help employees attain optimal work/life balance while staying put. Unilever is trialing a four-day work week at their New Zealand offices. Though not a new concept, concerns of overworked and stressed employees are bolstering the desire to change the status quo. Strong evidence from Microsoft Japan’s test run in 2019 saw a 40% increase in productivity. As more brands look to reimagine working life, empowering employees to put their wellbeing first will continue to influence development.
Brands can prioritize self-care, too. A sports brand can host a virtual conference event where people can connect and engage with notable industry influencers on their self-care practices during these times. Include trivia games throughout the event for opportunities for participants to win free or discounted products and services.
Source: *Horizon Media, Finger on the Pulse. Survey fielded 10/21/20 – 10/27/20, n=658