Adversity, Values and Emerging Trends.

Creative Director, Luke Cannon on Adversity, Values and Emerging Trends.

Like everyone, we are still navigating our way through the impact of Covid19, what it means for us and the future of retail.

As soon as the government enforced its restrictions last month many of our clients across various sectors had no choice but to temporarily closed their doors, with many looking to diversify their service offer and unsure of the next steps or how long the lockdown will last. Our team also started working from home and my daughters set up classroom in their bedrooms. There are no doubts that living, studying and working together 24/7 has it’s own set of limitations and challenges.

It’s astounding how life changed for all of us so dramatically in such a short period of time, and we’ve had no choice but to face the harsh situation of our new reality. However, I do think that being exposed during these adverse times forces us to reset and look deeply at our actions, values and behaviour.  

Adversity changes us. From the initial shock and displacement of the crisis, to finding some sort of composure and stillness during the pandemic period, and then looking forward to the end and how we come out the other side, to our ‘new normal’.

I find that during the most difficult times it is possible to find clarity, to focus our priorities and see opportunities that we may not have seen before. This next phase will be significant in determining how we’ll rebound ‘post corona’, which values we hold onto, and how this adversity will change us as a nation.

It’s always intriguing to see the emerging trends and change in consumer behaviour during these times. We can already see shifts in the high use of technology to unite people and consume online, the move towards collective action as we come together in lockdown, the refocus on well-being and looking after the self, people seeking out entrepreneurial progress, and looking towards protecting sovereign production and supply chains.

How this shapes retail and hospitality will be significant, and we’ll definitely see change and innovation as brands work hard to connect with their customers and to serve the community better.