2021 Consumer Trend 1: All By Myself

2020 was a self-ish year. Here’s how to benefit from it in 2021.

The year 2020 may most be remembered as the year that we retreated into ourselves. Faced with quarantine/stay-at-home measures, we became isolated from colleagues, friends, and the rest of the world…and in that isolation, we turned to self-care, self-service, and self-discovery. 

Self-Care

Consumers are seeking relief from the stressors of the world around them with a zen-like focus. Consider the significant increase in Google and YouTube searches for these topics:

%

“MEDITATION APPS”

%

“ONLINE THERAPY”

%

“CAN’T SLEEP”

All of these reflect a desire to adapt to the “new normal” of life during COVID-19. All of these reflect a desire to escape negative consequences of that new normal. But self-care also means temporary relief through entertainment:

%

“MEMES”

%

“BOREDOM”

%

“WHAT TO WATCH”

Self-Service

Shopping has been digitized more than ever, even in categories largely untapped by consumers before 2020. In fact, according to rolling research by McKinsey & Company, online purchases of these consumer goods grew 20% or more during 2020:

  • OTC MEDICINE 44% 44%
  • GROCERIES 41% 41%
  • HOUSEHOLD SUPPLIES 38% 38%
  • PERSONAL CARE 38% 38%
  • ALCOHOL 34% 34%
  • FURNISHINGS/APPLIANCES 30% 30%
  • TAKEOUT/DELIVERY 28% 28%
  • FITNESS/WELLNESS 28% 28%
  • VITAMINS/SUPPLEMENTS 27% 27%
  • CHILD PRODUCTS 25% 25%
  • SNACKS 20% 20%

Notice a theme in all of these? You should. Most of these shopping experiences tended to be high touch/high contact before COVID-19; they’re steadily transforming to contact-free shopping. People are getting everything from groceries to prescriptions to furniture to booze online at unprecedented rates…and all indications are that they will continue to do so even when they consider it “safe” to shop physically. Why? Because they’re learning new habits. A new habit can be formed in as few as six weeks; nearly a year into the COVID-19 pandemic, online shopping, across the board, has become a habit for everyone.

Self-Discovery

As important as self-care and self-service are, perhaps the most significant aspect of the “All By Myself” shift is an emphasis on self-discovery. People used down time in 2020 to learn new skills, and to find new ways of connecting with others. DIY was huge. Recipes were huge. Gardening was huge. As a result, content that teaches is getting a lot of attention in this environment. Consider search volume for these terms:

%

“VEGETABLES TO GROW”

%

“EASY (FILL IN THE BLANK)”

%

“(FILL IN THE BLANK) FOR BEGINNERS”

Three Ways AmpliFi can Help You Benefit from the “All By Myself” Consumer Shift

ONLINE SHOPPING

There’s truly no product or service that cannot enable online shopping. If you’re not giving consumers a way to buy from you online right now, we can help. Even if you are providing a way for consumers to buy your product or your service, it might be time to consider how to extend that in a unique way. We can help you generate ideas.

SUBSCRIPTION BOXES

This model, as innovated by brands such as BirchBox and Dollar Shave Club, represents an opportunity to extend your brand. Are there unique or innovative ways of creating a subscription box model that can capture more sales from current customers, while simultaneously attracting new customers? Subscription boxes are an ideal way of delivering product through “no contact” sales, and an ideal way to align with customer needs for self-discovery. We can help you explore the logistics and implementation of a subscription box model.

JOIN THE “WITH ME” MOVEMENT

In 2020, Google and YouTube actively promoted content around the “#StayHome and (fill in the blank) #WithMe” theme. They created a toolkit aimed at music, self-improvement, crafts and more, as well as a YouTube spotlight channel to highlight the content. This represents an ideal opportunity for your brand to focus on content that teaches. Even as the #StayHome portion of this effort wanes, we think the #WithMe portion will continue to thrive as creators have been experiencing massive engagement.