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COVID Culture

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COVID Culture

By Andrew Robinson IV, Concept Director

Americans are reacting to social distancing in unexpected ways.

Here are some of the cultural behavior trends we’ve seen emerging. How can these findings inform how brands and marketers adjust our programs for the remainder of 2020 and beyond?

SPORTS STARVATION

Sports are gone, and likely not coming back any time soon.  

There are millions of sports fans out there going nuts being stuck at home with nothing live to watch (or bet on), searching for literally ANYTHING competitive to tune into.

CHALLENGE ME, PLEASE

With limited contact during COVID-19, people have been staying connected through social media.

Some ways that they’ve been interacting is through social challenges:

SQUAD UP

Stir-crazy consumers are looking for any excuse to get together with their quarantine partners or in larger groups virtually.

You’ve seen virtual HHs, but some are taking it to the next level with remote drinking games and party games.

Sales for puzzles and board games are up 150%.

Gaming activity is up 75% during peak hours – with a majority of players dropping in on COD Warzone or firing up Animal Crossing or Doom Eternal.

We’re seeing lapsed gamers dust off the sticks, and even non-gamers looking to dive in.

BIG STAGE ON THE SMALL SCREEN

Music festivals are gone, but the craving for live music experiences is higher than ever. 

Musicians are finding new ways to engage with their fans.

Twitch just announced a massive gaming + music ”live aid” style event happening this Saturday, that should break some viewership records.

IT’S 4:20 SOMEWHERE

Stuck at home, nothing to do, full of stress and anxiety – consumers are turning to a certain herbal supplement to pass the time – and making it a social activity too.

Cannabis sales are up as much as 75% in many states where it’s been legalized.

MOVIE NIGHT EVOLVED

For the first time ever, studios are allowing brand new releases to be accessed from home.

Could this become a permanent thing?

MOVING FORWARD

It all starts with culture, but it doesn’t end there.

The brands that make it to the other side of COVID-19 stronger than they were before are going to be the ones who understand the shifts in consumer behavior, activate authentically at the right place at the right time, and show they are doing their part to make people’s lives better.  

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