Global Trends 2020

Brand Worship

IKEA have created a series of fort designs for children in lockdown

In synergy with their flat pack brand, IKEA have created playful fort designs for children in lockdown.

Source: https://www.dezeen.com/2020/05/15/ikea-forts-children-lockdown-coronavirus/#:~:text=Furniture%20company%20IKEA%20has%20designed,entertain%20children%20in%20coronavirus%20lockdown.&text=The%20six%20forts%20take%20the,C%C3%A5ve%2C%20C%C3%A5mping%20tent%20and%20H%C3%B6use.

BA’s 12,000 redundancies opposed by petition calling for government to step in

BA’s decision to push through 12,000 redundancies at a time when the government’s furlough scheme is available to support workers impacted by COVID-19 and parent company IAG has secured a 1 billion Euro loan to save BA’s sister airlines, has angered the 120,000 signatories of a petition stating that BA’s behaviour is illegal and immoral

Source: https://inews.co.uk/news/british-airways-coronavirus-furlough-scheme-staff-redunancies-jobs-424435

#CouldUseABeer

In a signal of corporate altruism, CoorsLight’s new campaign offers support to people struggling with the stress of a global pandemic by offering free beer. Their tagline taps into the common epithet that sometimes we all #CouldUseABeer.

Source: https://www.chicagobusiness.com/consumer-products/if-history-has-taught-us-anything-its-sometimes-we-could-all-just-use-beer

Heinz opens first UK online shop to help feed the nation – selling beans, hoops and soups

Food manufacturer Heinz is to allow consumers to order directly from their website to help people avoid visiting supermarkets during lockdown.

Source: https://www.heart.co.uk/lifestyle/food-drink/heinz-launch-online-shop-to-feed-nation/

McDonalds Brazil redesigns its logo to incorporate elements of social distancing

McDonalds Brazil has separated the two golden arches of its logo to make their brand reflect the social distancing required under the coronavirus lockdown

Source: https://www.creativereview.co.uk/mcdonalds-social-distancing/

Nike puffer jacket sofa encourages virtual social distancing

The Air Max Day Sofa “digitally upcycles” Nike puffer jackets, and allows people to use a custom Instagram Augmented Reality filter to help people to socialise, whilst also socially distancing online.

Source: https://www.dezeen.com/2020/04/02/crosby-studios-virtual-sofa-green-nike-jackets/

Burger King France advertises recipe for making a Whopper at home

Burger King France advertises recipe for making a Whopper at home. The burger chain is letting people in France know the secret to making a Whopper at home, through an easy tutorial on twitter.

Source: https://www.thedrum.com/news/2020/03/30/ads-we-burger-king-france-advertises-recipe-making-whopper-home?utm_campaign=Newsletter_Daily_US&utm_source=pardot&utm_medium=email 

General Mills call for appropriate response from brands

General Mills boosts marketing spending and pushes for appropriate messages during COVID-19. With U.S. shoppers scooping up on products during Covid-19 outbreak, General Mills declined to raise its sales forecast for its current fiscal year, knowing the situation can change rapidly.

Source: https://adage.com/article/cmo-strategy/general-mills-boosts-marketing-spending-pushes-appropriate-messages-during-covid-19/2245051

U.K. Brewery making hand sanitizer

Amid the rising need for hand sanitizer, BrewDog decided to use its distillery to make Punk Sanitizer. On Twitter, James Watt, ‘captain’ at the brewer, clarified that the company will not be selling the sanitizer, just giving it out to those who need it.

Source: https://www.thedrum.com/creative-works/project/brewdog-brewgel-punk-sanitizer

UK supermarket Morrisons is “feeding the nation”

Morrisons supermarket chain is changing its core purpose to try and provide reassurance to customers during the coronavirus pandemic and reflect the extent of the role it sees itself playing in “feeding the nation”. More delivery slots will be made available to customers both through Morrisons.com and the Morrisons Store on Amazon Prime Now, with Morrisons using 100 extra stores to pick customers’ shopping over the coming weeks.

Source: https://www.marketingweek.com/morrisons-changes-core-purpose-in-response-to-coronavirus/

Uber Eats is dropping its delivery fees

Uber Technologies Inc’s (UBER.N) food delivery business, Uber Eats, said on Monday it would waive delivery fee for independent restaurants across the United States and Canada during COVID-19.

Source: https://www.reuters.com/article/us-healthcare-coronavirus-uber/uber-eats-waives-off-delivery-fee-for-independent-restaurants-amid-virus-outbreak-idUSKBN21333U

Lush UK stores offer free soap to promote hand washing

Before the lockdown, UK beauty and skincare retailer Lush announced it would let people wash their hands in-store, even if they are not buying anything, in a bid to help contain the spread of the coronavirus.

Source: https://www.theguardian.com/world/2020/feb/27/lush-offers-public-free-hand-washes-to-halt-coronavirus-spread?fbclid=IwAR3KjqtqHsygXzRQ9-d7YfHWiHR6ax4gpqSwlnc2PmPSLcUsxnD2Ri5tUUs

 

School rotating door entrance

Authenticity is king

Authenticity is the retail and brand trend for the 2020s. Mass retail will need to acknowledge, build and embrace experiential spaces which bridge the digital-physical divide and give customers experiences

Good for me and good for we

Consumers today recognise that we all have a role to play in creating a world we want to live in – brands cannot afford to ignore the implications of the discerning consumption value. In the 2020s more than ever,