A fundamental reshaping of core consumer values has taken place over the past 12 months. A once-in-a-lifetime event has challenged societal norms. Every aspect of our consumers lives has been altered, their hopes and dreams recalibrated. It is a foolish business that continues to work in the same way as before when consumer values change.

Few businesses will ever operate the same business models again. Digital transformation was already challenging every industry, but the pandemic and shift in consumer expectations has accelerated the need for a truly PHYGITAL reality – physical assets being complimented strongly with digital synergy. 

For the end consumer, who we all serve, their values continue to shift. The emergent values of the new Captive Economy continue to influence behaviours. The need for Autonomy & Control, the desire for Freedom, the opportunity for strong emotive Brand Attachments, the role Community and Compassionate Commerce have and their new Phygital expectation all play heavily in how they now want to interact with brands and services.

But that was 2020. We are more interested in 2021 and how these emergent values will change the nature of competition and how we should do business.

The psychology of recovery outlines the stages and values that society will pass through over the next 12 to 24-months. The desire for Connection, the power of Hope, the crisis of Identity, the challenge of Meaning & Purpose, and the impact of Empowerment will change customer expectations. Understanding these emergent values and how they impact your customer journey is critical.

Ultimately this is about understanding the social, anthropological and psychological shifts in consumer expectations and values, and how these influence our customers in terms of product requirement. It is about being a brand partner on this Take Back journey with our customers, a catalyst and co-conspirator on their change journey rather than a casual observer. 

This is The Big Take Back. Be part of it.