We are all experiencing chaos and fear due to our social distancing and confinements. I have been thinking about business life after we all emerge from our hibernation. How will things be different, and what does it mean to return to normal after Covid 19? What will the new normal be like?

Marketers like to reexamine what will change and what will be different. How will buying patterns shift into a new gear? What opportunities might emerge from the disruption?

These are my thoughts:

Recreation, Recessions & Restaurants

Fear of Crowds and Public Gatherings: Just because we will be free to wander about in a month or two or three, don’t expect normal gatherings to return. More people will buy and wear masks and gloves, keep themselves away from public crowds like concerts, movies, and restaurants. We won’t go back to a pre-Covid 19 period, and we will enter a world laced with caution. Concerts and outdoor events will still appeal to the young, but I doubt they will have the same vibe. And you can forget about shaking hands and hugging. That’s history for a long-time. They’ll be an awkward greeting when we see people where our instincts are to hug or shake hands – but we freeze out of some latent and primal fear.

Recession and Pulling Back: Contrary to what many overly optimistic politicians say, we won’t see the economy come roaring back. Like most recessions, shock and restructuring will set in. So many small businesses won’t return, and the shape of buying, shopping and commerce will be altered significantly. Watch grocery stores start to open pick up only stores where you order online and then pick up through drive-through. New patterns will emerge. What can be done online will happen less in person.

Restaurants Hubs: I think people who invest in opening a restaurant will reconsider what that means. So-called “Ghost Kitchens” will become a new thing that only grows. These are kitchens that serve many restaurants exclusively for takeout and don’t have seating. Yes, some restaurants will thrive, and of course, plenty of people will eat out again in a public setting. But a shift will occur, and fine dining and eating at a restaurant will not return to its previous state for many years.

Offices, Travel & Education

Smaller Offices: Now that businesses have a taste for work from home, companies will realize what expensive investment offices and buildings are to house teams. I think there will be a change in working where more people will do a mix of a few days in the office and a few days from home. The net result will be smaller offices for fewer people. Office furniture demand will diminish. Commuting will be seen as unproductive time and alter the need for five days per week in an office.

Business Travel Will Diminish Dramatically: There will be a significant reduction in business travel budgets. It will be harder to rationalize $1,000 trips when a 20-minute Zoom call can handle 80% of the need. Of course, in-person meetings won’t go away, nor will training and conferences, but they will be fewer and smaller activities. By the way, Zoom is now worth more than the airline industry! 

Education and Distance Learning:  Overpriced colleges and universities are going to have to create new online products for students. The student loan fiasco, coupled with the impact of experiencing Covid 19, will change what it means to get an education. Hybrid education with both in-person and online classes will shift how and what colleges market to students. A college education will be reimagined over the next few years.

Hiring, Focus, Nostalgia & Reconnection

The Shift in Hiring: Companies will continue to strive for flexibility and, demand will grow for more flex, part-time, and outsourced work staff. Small businesses will emerge to do work for other companies that were formerly handled by employees but come with scalability and flexibility not possible with full-time team members.

Focus: Businesses will focus on essential core business products and services. They will exit many underperforming products or market offerings. A renewed focus will be a healthy thing for businesses, but it will mean that unemployment and tough times for many are here to stay for a while. But, like any challenge, an opportunity will emerge for entrepreneurs to pick up on businesses that get spun off or closed, because enough demand exists for these smaller businesses.

A Nostalgic Return: After stressful times, there is always a return to a nostalgic period. For sixty-somethings, that return is different from thirty-somethings. Lately, my wife and I are re-watching a TV series from around 2002 called Everwood. We used to watch it with our kids when they were younger. Recipes for mom’s meatloaf and seven-layer cake abound. Watch how comfort experiences will sprinkle their way into our lives. Consumers will crave what they remember as a stable, saner time.

Reconnections and Love: Many people are reconnecting to friends, family, and loved ones they haven’t spoken with in a long time. This reconnection will be harnessed by smart marketers to promote products and services. How can you be a helper, supporting the desire for people to reengage? Phone conversations will remerge versus emails and texting. Watch as people crave honest and frank discussions with loved ones about appreciation and acknowledgment.

What changes do you predict are coming your way in a post-Covid 19 world?

You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com  Let’s explore working together today.

Photo by Markus Spiske on Unsplash