This is a presentation in which we cover 5 key winning trends during this current disruptive business environment. In this presentation you will learn: 1. The key drivers to winning during the current retail environment; 2. A deeper understanding into consumers changing behaviour; 3. Gain access to examples and case studies of key brands leading the charge at this time.

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2. ThinkofCOVIDasanaccelerator

3. On average it takes 66 days* to
build a habit. The range being 18 to
254 days.
We’re at day 73 and moved out of
level 3 restrictions on day 58. With the
expectation life won’t return to normal
until September (133 days).
Wecanassumeamajorityof
behaviourwillchange
Source: University College London in European Journal of Social Psychology

4. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
5 KEY EMERGING ‘TRENDS’
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
Created around changing consumer behaviour
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

5. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
TREND 1: HEALTH
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
Driven by mandate to stay inside
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

6. Headspace 17 x more users
completing stress meditation +
12 x more using the ‘reframing’
anxiety at home workout.
Within this a rise in breath work
as a form of meditation.
MEDITATION +
BREATHEWORK
MOBILE
MOTIVATION
VIRTUAL
CONNECTION
HOME ‘CONNECTED’
GYM
Rise in Podcast, Spotify, apps and
gamification of runs (ie. Zomies
Run! app or Couch to 5kms)
designed to provide extra
motivation to those running or
working out solo.
HEALTH WITHIN COVID
Big shift to mental health and connected fitness
Virtual live global classes - karate,
yoga, pilates, F45, Ballet, Dance,
Strength, Netball, Barre through
Mind Body App, Facebook, Zoom.
Plus the return of aerobics (Jane
Fonda Retro + Aerobics Oz Style
back on Channel 10)
Rise in sales of Mirror, Peloton +
Tonal at home connected Gym
Experiences. Fluidform Pilates
offering reformer rental + virtual
classes; Bhodi + Ride Offering
Bike + virtual Classes.
Brandstowatch

7. !X
AUS. BALLET
The Australian Ballet has
launched a series of online
ballet classes for all ages. With
new classes dropped every
week. A great way to drive
interest in the art. They’re also
running their season online.

8. !X
FLUID FORM PILATES
Not just shifting their classes
online but also offering
equipment as part of the
classes. $49pm included the
class as well as sliders,
resistance bands and pilates
ball. Thinking beyond just
service to equipment.

9. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
TREND 2: HOBBIES
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape, forget and
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
Need to escape into another realm
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

10. With major sports events being
cancelled, there’s a shift into
gaming, and also game streaming
site Twitch Platform which has seen
double to 2.5m viewers.
ESPORTS + TWITCH WATCH PARTIESTIKTOK
QUARANTINE
COMPANIONS
There’s a new social media on the
block and it’s one that is totally
escapist - TikTok. There’s no news,
conspiracy theories, just crazy
videos. 1.5B downloads.
Rise in Pets - adoptions of cats
and dogs during quarantine has
been huge, RSPCA has seen
adoption rates double in some
states. Giving people a reason to
go for a walk in the day.
HOBBIES WITHIN COVID
Big shift to new social platforms
Virtual Hobbies - wine tasting,
knitting, even Cork + Chroma
(paining + drinking at home) have
taken on a new life. Plus you can
watch Netflix with a Friend through
Netflix Party; or rewatch footie finals.
Brandstowatch

11. !X
FOUR PINES
As a way to not just sell beer,
but create community
interaction, Four Pines teamed
up with the Sea Eagles for a
Zoom Replay of the 2008
Grand Final (through loyalty
program) hosted by Steve
"Beaver" Menzies, Matt Ballin
& Mark Bryant with a limited
edition beer.

12. !X
NETFLIX WATCH
PARTY
Then there’s the extension
‘Watch Party’ for Netflix which
allows you to social distance
and watch TV with friends.
This is now a way to connect
with friends and binge watch
netflix together.

13. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
TREND 3: HYGIENE
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
A new appreciation for cleanliness
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

14. A shift to wearing masks, and
particularly on the back of
quarantine a mandate in
countries. People getting
creative with how these look
(like fashion items themselves)
MASKS ANTI-VIRALCONTACTLESS SOCIAL DISTANCING
Shift to contactless everything -
from delivery to payment. We
believe this is the partial end of
cash in society and a shift even
further to digital wallets.
Current social distancing practice of
limited number of people per store
and 1.5m between people, believe
this will carry through the year and
be something instituted before
moving back to ‘new normal;
HYGIENE WITHIN COVID
Squeaky Clean everything
A shift to the creation of not just
hand wash, but clothes wash,
material and even sprays that are
anti-viral to use when you come back
inside from the outside.
Brandstowatch

15. !X
OPEN TABLE
Have pivoted their booking
function from restaurants and
cafes to supermarkets and
local businesses. Allowing
people to reserve their time in
the supermarket or local store
before they shop to avoid
overcrowding.

16. !X
KICHIRI SHINJUKU
Upon arrival at the Shinjuku pub
customers are greeted by a
hostess on a monitor, who tells
them to wash their hands and
take their temperature with a
thermometer. they walk into what
looks like an airport security
scanner, where they are sprayed
with a mist of chlorine-based
disinfectant for 30 seconds.

17. !X
DOMINO PARK
White circles have been painted
on the grass in Domino park in
Brooklyn, as a means to create
social distancing between
groups.
It was a cheap and immediate
tactic for the park to implement
costing them a few 99c spray
cans, 2 people and four hours of
time.

18. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
TREND 4: HOME
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
A renewed interest in the creativity and ‘home’
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

19. Wow! Everyone is baking
banana bread. With the shut
down it’s as though our
fascination with FCD has moved
to the home and renewed focus
on cooking and learning how to
cook videos.
COOKING DIY PROJECTSGARDENING ARTS + CRAFTS
After Kylie Jenner started showing
the world she was gardening, this
has just shown how big this trend is
becoming. Our gardens, indoor or
outdoor are a place to find peace.
With children at home, and in
varying states of work or holiday.
There’s a shift to arts time and
crafts. From virtual museum tours,
through to learning to paint with
famous artists.
HOME WITHIN COVID
Renewed interest in creativity
Being at home, it’s time to get to
those projects that were always put
off, from technical through the
traditional DIY + while the weather is
spectacular and there’s boredom this
will continue to be huge.
Brandstowatch

20. !X
MATT MORAN
Cooking at Home with Matt
Moran airs every Friday night.
Live stream the cooking class,
he will answer any questions
you have. Added to that
Harris Farm will deliver the
ingredient box ($130) packed
with all you as well as
matching wines ($70)

21. !X
CROCK’D
DIY pottery kits to do ceramic
at home. Each kit sends you
instructions, clay, carving tools
+ a set of conversation
starters. This is part of clay
therapy, thinking about the
importance of mental health
and art. Once you’ve finished
your design, take it to one of
the 100 kilns they’re
associated with across the
country

22. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
TREND 5: HELP
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
A return to community + connection
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

23. Zoom has been the clear winner of
COVID, now with 200m users and
90,000 schools using it as well as
businesses. Plus those Zoom
Drinks session. It’s managed to
straddle work and personal life in a
way Skype never did
ZOOM LOCAL BIZHOUSEPARTY NEXT DOOR
Another emerging platform that has
taken off during this time is
HouseParty. This a video
conferencing tool for friends
allowing you to run trivia, see who’s
online to talk and more. 50m + sign
ups in the last month.
Yes another emerging platform that
connects you to your actual
neighbours in the area. You can ask
them for help, questions and help
them out.
HELP WITHIN COVID
Digitally enabled connection
Shift to supporting local be that at
the local shops or Australian. As we
see the realities of small business
owners surviving this time; and
friends loosing their jobs.
Encouraging people to shop local or
to support Australian.
Brandstowatch

24. Shift towards greater
management
proactively of both
physical + mental
health as a direct
reaction to the need
to stay inside.
HEALTH
(STIMULATION)
HOBBIES
(ESCAPISM)
5 KEY EMERGING ‘TRENDS’
HYGIENE
(SAFETY)
HOME
(CREATIVITY)
Continued desire to
escape and forget/
numb current
emotions pushing us
into entertainment,
gaming and other
‘time fillers’
Greater awareness of
personal hygiene, as a
means to stay safe.
New alertness around
any contact with
others and it’s
likelihood to spread
disease
Spending nearly 100%
of time at home, and a
drive to make this a
place you want to live.
Plus a reinvigoration
of ‘traditional’
homemaker activities -
cooking, knitting etc
Created around changing consumer behaviour
HELP
(CONNECTION)
Digitisation of
everything as a
replacement to physical
proximity. Now help is
available in virtual form.
FaceTime etc. Plus a
drive to connect even
deeper with local
community.

25. Understand how the given
trend applies to your
category or business mode.
UNDERSTAND CREATE EXPERIMENT
Brainstorm opportunities to
address this new consumer
behaviour across the
business
Where to go from here?
Then start to experiment
with new concepts, services
and ideas to help the new
consumer behaviour

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