Grazia Gamechangers research: Panic, pressure – and a big pivot?

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. With the world and news agenda fast-changing around us, now’s the time to get agile in how we think and work.

This newsletter brings you the best of the week in the ‘new normal’, straight from the desk of the Innovation team.

The Grazia Gamechangers 3.0 report uncovers the evolving behaviours, views, and relationships to media and brands of 25-44-year old ABC1 women.

The study provides an insider’s insight into where their attitudes lie – and how their plans and priorities are changing for the year ahead.

The headlines:

Mind the Gap

Last year saw a huge divergence in terms of how people responded to the pandemic:

• An opportunity to recalibrate for some; a moment of reflection
• A struggle of uncertainty for others; a time in which the way forward was not clear

Hope and movement

There’s an overwhelming sense of optimism and possibility, with 70% feeling hopeful looking to 2021 and beyond.

New life plans are being accelerated, with 33% likely to move or buy a new home post-2020.

It’s clear that respondents are ready to ‘press play’ on their lives again. The younger demographic (25-34-year olds) felt particularly held back this year, while the 35-44 year olds were more likely to say that they’ve enjoyed slowing down.

The juggle: Stressed parents need help – and humour

There was a crossover in terms of the experience of parenting in lockdown, with 56% enjoying spending more time with family – and 57% experiencing feelings of overwhelm.

Craving spontaneity

The mundanity and routine has really set in, with 58% missing incidental trips and activities. They miss being spontaneous.

Being shut at home has clearly fuelled wanderlust – across the board, respondents showed their desire for holidays and festivals, but also the more day-to-day pursuits (going for meals and out to bars).

36% are likely to go to a festival in 2021.

Growing social consciousness

From BLM to fake news, 2020 shone a light on wider world issues. The result? A shared aspiration for a better life together.

Environmentalism remains important for this audience, but we’re also seeing other issues rise to the surface – including racism and inequality.

As a result, new influencers are coming to the fore, such as NHS workers and Marcus Rashford, as he fronted the child poverty campaign. These individuals have earned respect for making a true, positive difference. These influencers are about substance over style.

• 61% have been more engaged in following major news
• 77% have made an effort to educate themselves about social issues so that they can better understand them
• 86% agree that we have a duty to act on social issues
• 45% are very concerned about poverty and inequality
• 44% are very concerned about racism

Brands and business need to play their part

Consumers want to see brands tackling inequality beyond the scenes, making commitments to sustainability, supporting causes with their actions.

It’s not about ‘virtue hopping’ – ABC1 women want authenticity, which they’ll reward with their loyalty.

Hot desk, not desk

This audience doesn’t expect the workplace to return to pre-Covid ways. New norms around flexible working, a mix of home and office working.

• 37% responded that they’d thrived or adapted well to their new way of working

Geographic location is now less critical, therefore options to work abroad have presented new opportunities. The liberation offered is one viewed with excitement by this audience

Wardrobe reappraisal

It’s a dynamic time for fashion.

Comfort has been added to the sartorial wishlist – along with a desire to remain stylish
Time at home has led to big clear-outs which have left gaps in wardrobes which this audience is looking to fill.

• 37% are on the lookout for more fashion advice and inspiration
• 63% want to shop more for sustainable fashion
• The three dominant keywords being looked at by this cohort around fashion are: “dresses”, “going out”, and “summer”
• 55% want to support their favourite brands with their custom in 2021 after a tough year
• 31% are planning to try new fashion brands this year, so it’s a great time for clothing retailers to make themselves known

And this group is ready to get hands-on, with 69% looking forward to shopping more in-store after 2020

After first launching the app in India, Facebook announced last week the launch of the revamped app in 170 different regions.

The app requires 2MB to download instead of 30MB for the full-size version on Instagram. According to Facebook this slimmed down version will keep people connected, without eating up too much space:

Slightly more than 63% of the world’s population is online, as opposed to nearly 90% in North America. And many of the regions that are connected do not possess the most up-to-date mobile devices, robust internet networks, or affordable data plans needed for swift delivery of the data-rich videos and images found on Instagram. For instance, only around 50% of households in India have access to the internet.

The app was first launched in India to scoop up TikTok users, following TikTok’s ban in the region. The app will be available in all regions soon and contains all of Instagram’s key features.

For anyone in need of a new lockdown listen, Louis Theroux’s “Grounded with Louis Theroux” is a great addition to the podcast list over the last year.

While stuck at home, he has used the lockdown as an opportunity to track down some high-profile guests he’s been longing to talk to, be it actors, comedians, musicians, writers or activists.

You can listen to the BBC podcast series at this link, including a fascinating interview with Michaela Coel of “I May Destroy You” fame, and many more.