Dec 22 2020
United in surviving the pandemic albeit separated by screens, 2020 has forced many learnings upon humanity. India saw a new digital audience and quick adoption of e-commerce, video apps and WFH culture thriving. But it also came with a lot of side effects of deprivation, slow-down, lack of social connect and much more. It is fair to say that predictions and forecasts need to underplay this season with the uncertainties that the world witnessed in 2020. With this in mind, Tonic Worldwide’s insight division GIPSI decided to decode the consumer needs of 2021 which are born out of 2020. It applied the “Deep Listening methodology” across multiple data points on the brink of a fresh year, to decipher sentiments, conversations and interests to decode the needs of 2021.
The 4 Key Needs of 2021 according to GIPSI are:
GIPSI observes that there is a need to heal beyond physical health- mental, financial, social and more.
GIPSI’s implication spells - “Brands can be the vaccine for the side effects of 2020 damage. Brands, what are you healing in 2021?”
2. The Need to find Balance post 2020 imbalance
GIPSI says, Consumer sentiment to take charge and take risk to bring back the lost balance is promising.
GIPSI’s Implication spells - “Brands can help bring back the lost balance and help consumers feel more in control.”
3. The Need for Good News post 2020, which was the year of bad news.
GIPSI identifies, the deprivation of ‘good news’ in 2020, makes Good news in 2021, an essential!
GIPSI’s implication spells - “Brands can advance the good news and work hard to indulge the consumers in positive sentiment with Good news.”
4. The Need for Reassurance post 2020
After leaping and flitting through 2020 consumers are pandemic hungover and seeking confidence over their choices of anything to do with 'stepping out'. They're seeking reassurance in each step of their decision journey
GIPSI’s Implication spells - “Brands will need to re-build trust to regain the confidence to be re-considered. Gipsi also informs consumer reviews will play a big role”
Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, says, “While the crisis has been ongoing for a while now, there has been some lead time for marketers to recalibrate and be better prepared to communicate with consumers in 2021. This Gipsi report equips marketers across categories to be the catalyst in the Consumers life by uncovering their need gaps in the given situation.”
Anjali Malthankar, National Strategy Director, Tonic Worldwide says “Unlike any new year report with speculative insights, with GIPSI 2021, we decided to get more realistic and thus discovered an unusual scenario for a new year report –consumers’ needs of 2021 are heavily impacted by the 2020 pandemic experience. Consumers are increasingly experiencing and engaging on digital, it’s only natural to say a regular deep listening can give brands an upper edge and a digital ear to the ground.”
Gipsi was launched in 2018 and is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.
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