The entire US market is going through a routine-shifting life event due to COVID-19, creating space for smart marketers to meet new consumer needs in unexpected industries.
Research has long told us that old habits die hard. This is an evolutionary benefit - when we internalize actions into habit we go on auto-pilot, saving valuable brain space for greater cognitive tasks. Doing the same daily routines, buying the same brands over and over frees us from constant analysis paralysis. It’s also a huge challenge for marketers trying to nudge people towards new behaviors like, say, buying their product.
But there are some circumstances in a person’s life when a confluence of events rock old routines so radically that, for a short window, they’re susceptible to change. These moments are rare, and require major shifts in circumstances or environment usually driven by the upheaval of a major life event. Think: Moving. Marriage. Having a baby. A pandemic with widespread national quarantine.
Over the last 70+ days, Americans have been plunged into this kind of major life event all at once. The majority of us have had to drastically shift our routines as we’ve sheltered in place, no longer commuting, doing school pick-up, going to social gatherings. As the country begins to loosen restrictions, some will revert back into old comfortable routines. But after over 66 days in quarantine - the average time it takes to form a new habit - some of these new routines will have stuck.
This mass habit shift has huge cultural implications as many of our societal norms are morphing at warp speed. And while the economy has been hit hard, it also opens up a unique window for some brands and businesses to thrive. We’ve already seen this with streaming services, online gaming, grocery delivery, telehealth, and personal protective equipment - industries that have seen growth and will be poised for more post-pandemic. But there are some less obvious behavior shifts taking place that brands can act on now.
MORNING ROUTINES
The habit: At-Home Coffee and Breakfast
Before the pandemic, 41% of consumers bought coffee at least once a week at a coffee shop, with 15% going daily, according to Statista. On-the-go breakfast options reigned supreme as people rushed out of the house in the morning - according to the NPD Group, Consumer spending on QSR breakfast items in 2019 was up 31% from five years previously, driven largely by convenience, with a third of consumers ages 18-34 eating weekday breakfasts en route to another location. But with stay-at-home orders in place across the country, these habits are being completely re-written. Just one look at Instagram or TikTok will show how many are experimenting with new at-home coffee routines - posts featuring #QuarantineCoffee and #CoffeeAtHome have gained traction, along with users trying new recipes and formats (Raise your hand if you tried #WhippedCoffee, the trend driving over 1.9B - yes, billion - views on TikTok.) While elaborate recipes like Dalgona may not become everyone’s long-term routine, as more people settle in to working remotely the daily coffee shop run may be a habit of the past.
Brands that can meet the need:
Coffee and breakfast CPG brands that reach consumers now can become part of long term morning routines. QSR brands that lean into at-home product innovation and promotion now will be ahead of the game post-pandemic.
WORK ROUTINES
The Habit: Working from a home office
According to the U.S. Bureau of Labor Statistics, before the pandemic about 7% of people worked from home some or all of the time. Now, everyone who can work remotely is - an estimated 56% of the population according to Global Workplace Analytics. Of course, “working from home” is not just one habit - routines ranging from your morning commute, wake-up time, and what you’re eating for lunch are all dictated by where you work. Work location in general is a major routine driver, but let’s think about it through the lens of the small physical place you inhabit while working. At first consumers were experimenting with working from different places around the house, but as time goes on workers are finding their go-to spot and looking to optimize their space - a place they spend 8+ hours sitting while trying to concentrate and collaborate each day.
Businesses that can meet the need:
Brands that can help people support new work habits and create productive, comfortable work spaces will win. Yes, Staples should be excited right now. But brands with products like noise-cancelling headsets, home office furniture, video conferencing hardware, or even architects and contracting services can find opportunity in this new consumer behavior. By leaning into advertising and targeting those with remote-friendly jobs, these brands can build momentum as people settle into their new home offices.
EXERCISING + SOCIAL ROUTINES
The Habit: Daily Outdoor Recreation
In the market for a bicycle this summer? Good luck! If you thought the toilet paper shortage was bad, just try to buy a bike. In March, nationwide sales of bicycles, equipment and repair services nearly doubled compared with the same period last year, according to the NPD Group, with big spikes in leisure, fitness, and children’s bikes. But this isn’t just about biking - cities across the country have seen a surge in the number of people out walking and running, too. With gyms closed, some people have turned to online workouts - a new habit shift in itself. But many have rediscovered outdoor activities as both a fitness and social ritual. Each evening at 5:30pm in my own town, the once deserted streets are now packed with families on their nightly loop around the block.
Businesses that can meet the need:
The outdoor industry, which was already seeing growth heading into the pandemic, has a huge opportunity to encourage and shape these new outdoor habits. Bike brands have already seen boosts, but smart outdoor travel operators and outdoor gear and apparel brands across the board can reap the benefits too. Positioning products as ideal for social distancing activities and leveraging tactics like influencers can help put products to the test, generate creative without studio shoots, and gain traction during the pandemic and beyond.
Check out the article on Little Black Book Online here: https://www.lbbonline.com/news/the-habit-opportunity-how-brands-can-adapt-to-consumers-shifting-routines
