OMD: Navigating the pandemic signals H1 2021

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.
  • People will navigate their post-pandemic expectations with new behaviours that have been established throughout the pandemic, which is explored in three sections.
  • Lifestyle negotiations: The key tension is how people will find balance; managing demands as well as prioritising desires and compromises that match expectations with obligations when it comes to work and relationships with others.
  • Sense of novelty: Pent up demand is high for experiences that were previously taken for granted, however, that doesn’t mean consumers will return en masse to tired or uninspiring offerings in shopping, fitness & wellness and travel.
  • Sense of occasion: As physical environments open...

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