FIRST & FIRST CONSULTING • SPRING 2020
COVID-19 SOCIAL LISTENING INSIGHTS
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OVERVIEW
First & First Consulting has developed this COVID-19 insights in an effort to keep you informed of the rapidly evolved landscape.
Our goal is to not bore you with the same insights you’ve read 100x over. We’re hoping to provide you a fresh glimpse into this new world through the lens of what consumers care about.
We are tracking and uncovering these insights by leveraging social listening platform, Brandwatch Consumer Research. This is a Global English analysis beginning January 2020 across Twitter, Reddit, Tumblr, YouTube, forums, and blogs.
ABOUT THE ANALYSIS
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Insights you’ve told us you’ve loved and that you likely won’t find elsewhere
INSIGHT ARCHIVE
Historical insights that are still relevant from previous weeks:
TABLE OF CONTENTS
FAN FAVORITE
INSIGHTS
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FIRST & FIRST CONSULTING, LLC
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DEMAND FOR INFLATABLE POOLS IS BLOWING UP.
PUMPED UP FOR SUMMER
As temperatures rise with the oncoming summer weather, people are craving a pool to help them cool down. For those without permanent pools, inflatable pools offer a fast and simple solution to this problem. The increase in demand is causing suppliers to go out of stock at a much faster rate than the flow of supply.
If you can’t bring people to the pools, bring the pools to the people.
5/22/20
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CHANGING BEHAVIORS
“NO! we don’t have inflatable pools and NO! we aren’t hiding any from you in the back. NO! we cannot call another target.”�– Target, reddit
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THERE WILL BE AN INCREASE OF SINGLE USE PLASTICS.
PIVOTING BACK TO PLASTIC
The use of single use plastics are heightened as society adapts to new practices. Currently, plastic bag bans are becoming more loose with new guidelines being put in place limiting the use of reusable bags. Additionally, plastic utensils and packaging are prevailing as restaurants are only offering take out. Due to the increase in perceived risk, single use plastics will become the preferred option.
“I don't understand why restaurants are handing out disposable flatware with takeouts and deliveries. With everyone afraid to touch anything anyone else has touched I'm pretty sure it's all going straight to the trash (not that it would've ended up anywhere else). With these businesses struggling to stay open why strain your fixed costs like that when people are eating at home where they have their own silverware?”
– Number1Framer, reddit
5/15/20
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POST COVID-19 PREDICTION
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PEOPLE ARE FORGETTING
TO CHANGE
THEIR ZOOM BACKGROUND.
#NSFWFH
In order to spice up video calls and meetings, people are adding fun, and humorous backgrounds to their Zoom calls. They are then forgetting to turn off this function, finding themselves in awkward situations as it catches them by surprise during their next call.
PSA: After you Zoom wave goodbye, remember to remove your background––you’re welcome.
5/13/20
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CHANGING BEHAVIORS
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MLM’S ARE GOING THROUGH A RESURGENCE.
DON’T CALL IT A COMEBACK
Multi-level marketing (MLM) outreach is increasing due to people viewing them as an opportunity to make up for lost income, but most are rejecting these money-making tactics. They are refusing and critiquing MLM companies and ‘blessing looms’ aka ‘the circle game,’ as they don’t want to fall into the trap and risk losing money.
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5/6/20
"I’m seeing so many privileged moms post on and on about how they have a "side-hustle" where they earn extra income just from your phone. posts saying "in these times, wouldn't you want a job where you can work 100% from home AND be with your kids?" eyeroll."
– ms.pacman, windsorpeak.com
CHANGING BEHAVIORS
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NEIGHBORS ARE MEETING FOR THE�FIRST TIME.
NICE TO MEET YOU, FINALLY
A greater overlap in neighbors being home has been a catalyst for neighbors to actually interact, especially in urban areas where it is common to not socialize with your apartment building. Neighbors are starting to form their own localized communities and lean on each other for support and supplies.
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4/27/20
“A little different take in all of this business has been an unexpected "silver linings" I thought might be worth acknowledging for future posterity. But I've unexpectedly really enjoyed …. meeting all my neighbors out walking in the streets /neighborhood park in the evening.”�– Fitch, texags.com
CHANGING BEHAVIORS
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GAMIFIED GROUPING�Online gaming and physical games aren’t enough––people are exploring iterations of gamified social feeds. People are expressing silliness and creativity by innovating communication and community. There’s been a surge of interest in Facebook Groups and an exploration of new content formats to enable this trend.
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4/23/20
PEOPLE ARE GAMIFYING THEIR SOCIAL MEDIA FEEDS.
Option to swap some with these
CHANGING BEHAVIORS
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MARIJUANA EDIBLES ARE ON THE RISE.
BAKING TO GET BAKED
COVID-19 has proven to be the perfect recipe for marijuana edibles. In addition to baking being on the rise overall, consumers are cutting back on smoking due to concerns about lung health. These factors coinciding with 420, the annual celebration of weed, has caused a spike in people baking their own goods.
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4/20/20
“Hi all! Quarantine has got me wanting to be a little more creative and I’m going to try baking my own edibles today! Any special tips or tricks I should know???”�– emthepup, reddit
CHANGING BEHAVIORS
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COMPANIES ASK STAFF TO COLLAB ON QUARANTINE PLAYLISTS.
JAMMIN’ OUT INSIDE
Companies are looking for new means of team bonding. They’re asking their employees to select songs for company playlists to reinforce a sense of connection and collaboration. People turn to social media to crowdsource songs, share their hesitancies, and promote the final product. Speaking of… here’s ours!
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4/15/20
CHANGING BEHAVIORS
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PLANT BASED PRODUCTS THRIVE DUE�TO THEIR EXTENDED SHELF LIFE.
VEGAN FOR A MOMENT
Omnivores are turning to plant-based alternatives as these products typically have a much longer shelf life than their meat and dairy counterparts. Vegetarians and vegans are complaining that their go-to products aren’t in stock due to this, and while they’re frustrated, they hope these new purchase behaviors sustain.
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4/14/20
“My usual favourite grocery doesn't exactly have the widest range of vegan options or a huge tofu spread anyway, but now it's totally picked clean. [...] I'm guessing it's a mix of people being wary of animal products right now, and the fact that tofu has a pretty good shelf life when refrigerated.”�– GlacialAsh, reddit
CHANGING BEHAVIORS
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REMOTE�WORK SETUPS WILL BECOME�A POPULAR JOB PERK.
GET A SETUP FOR SUCCESS
As desk workers went remote without a ton of time to prep or clear insight into the length of lockdown, they don’t have the proper work setup or any way to obtain these items. While WFH won’t be the new norm, it will be more common, and companies will need to ensure their staff has the equipment to be successful.
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4/10/20
“The computer doesn't recognize the monitor, doesn't know it's connected, nothing. It's a work laptop, so there's nothing I can do in terms of settings or drivers. Other than buying a USB C to Displayport adapter, any ideas? If the only option is to buy a USB C to Displayport adapter, will the j5create one work? Thanks to coronavirus, I can't get any other kind before the end of April.”�– persephoneshand, reddit
CHANGING BEHAVIORS
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PEOPLE DON’T KNOW THE PROTOCOL�FOR ENDING VIDEO CALLS.
INTRODUCING, THE ZOOM WAVE
Cultural norms surrounding how to properly end video meetings don’t seem to be set quite yet. People are not only confused about the appropriate way to end these meetings, they’re very split on the level of cringe induced by the wave at the conclusion of the call, aptly named “the Zoom wave.”
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4/7/20
CHANGING BEHAVIORS
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PRESS ON NAILS HAVE INCREASED IN POPULARITY.
PRESS ONS ARE POPPING OFF
Regular salon goers are seriously missing their nail techs. Rather than going without their claws, they’re turning to press on nails to maintain a sense of normalcy while in quarantine. Many artists have started selling nails online in order to continue to make a living while in quarantine.
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“A client of mine wanted me to experiment making Acrylic Press On Nails so I could ship them to her while in Quarantine— needless to say... I FELL IN LOVE WITH THE RESULTS😍”�– rhineSTONEDnails, reddit
4/3/20
CHANGING BEHAVIORS
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MEETINGS ARE GETTING A GLOW UP.
RING LIGHTS TO THE RESCUE
Prior to COVID, ring lights had been rising in popularity amongst the masses due to TikTok and personal vlogging. With professionals and students spending an increased amount of time on video conferencing platforms, they’re beginning to invest in ring lights in order to look their best.
3/30/20
CHANGING BEHAVIORS
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INSTITUTIONS WILL BETTER ACCOMMODATE PEOPLE WITH DISABILITIES.
ACCESSIBILITY PROVEN TO WORK
Shelter in places have forced many companies to adapt to a digital workplace which previously has been stigmatized in relation to individuals with disabilities. Many predict this success of remote work will pave way for disability rights to be expanded and for organizations to be more accepting of accommodations.
3/27/20
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POST COVID-19 PREDICTION
MAY�INSIGHTS
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FIRST & FIRST CONSULTING, LLC
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PLANT PARENTS ARE THRIVING.
ROOT-SPONSIBILITY
With productivity draining, becoming a plant mom (or dad) is providing people with a sense of purpose and accomplishment. As they nurture their plants, they’re simultaneously nurturing their hearts and home. This spike in plant parenting is causing greenhouses and other retailers to sell out of plants and flowers due to the overwhelming demand.
5/31/20
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CHANGING BEHAVIORS
“In this wonderful time of quarantine I’m finding I have so much more spare time than I typically do. I’ve always wanted to decorate my room with easy to manage indoor house plants, but I have NO IDEA where to start so I thought I’d take this time to do my research, ask for help, and then become the best plant mom out there. 🌱”�– houseplants, reddit
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APARTMENTS ARE FINALLY FEELING LIKE HOME.
HOME IS WHERE THE COUCH IS
Those who are staying in their city apartments are finally starting to nestle in. Because they are spending significantly more time at home, some are seeing greater value in spending time and money on decorating and buying furniture items for their living space. The opportunity cost to not going out, is finally buying a couch.
5/29/20
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CHANGING BEHAVIORS
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FOGGING GLASSES
WILL LEAD TO
MORE LASIK SURGERIES.
A VISION INTO THE FUTURE
With masks expected to be a more permanent part of our future, those with glasses are realizing masks are not compatible with glasses. In return, this is making lasik surgery a more attractive and justifiable solution to their problem. As soon as elective surgeries become more available, we predict a spike in Lasik as values shift.
5/28/20
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POST COVID-19 PREDICTION
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PEOPLE ARE SHARING THEIR HEALTH STATUS ON DATING APPS.
TESTING POSITIVE IS GOOD NEWS FOR ONCE
As dating app users continue to swipe, they are updating their profiles to inform potential matches about their health status in relation to COVID-19. Singles are advertising their antibody test results, and those without are seeking security in knowing their matches are virus free.
5/27/20
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CHANGING BEHAVIORS
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DRIVING SERVICES ARE BEING MORE HEAVILY JUDGED.
NO MASK, NO RIDE
People are being more critical when rating their drivers. As opposed to simply rating on performance, they are now rating them on whether or not they’re wearing a mask, or if they even believe in COVID. On the other hand, drivers are not only giving passengers lower ratings for not wearing masks, but they are also refusing service.
5/27/20
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CHANGING BEHAVIORS
“[If a passenger doesn’t have a mask] I’m going to crack the window and ask them to go out a mask on. If they give me ANY “but...” I’m driving away.”�– Puffyblake reddit
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LOCKDOWN�IS CREATING NEW WEEKLY RITUALS.
REDEFINING ROUTINES
As events are being erased from people’s calendars, they are finding smaller things to look forward to during the week. Quarantine traditions are rising with special days dedicated to things like take out, or running errands. These events that might normally have been taken advantage of are becoming the highlight of the week.
5/26/20
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CHANGING BEHAVIORS
“Out of work due to covid, but every Friday, we do something "Nice and dirty" [by cooking wings and nachos].”�– KitchenConfidential, reddit
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REMAINING POSITIVE
WITH POST-
QUARANTINE RESOLUTIONS.
LIGHT AT THE END OF THE TUNNEL
Similarly to New Year’s resolutions, people are making resolutions for life post-quarantine. With this, their priorities are shifting and they’re committing to making positive changes to their lives as well as are encouraging others to do the same.
5/21/20
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CHANGING BEHAVIORS
“[My post-quarantine resolution is to] Walk on seaside, walk, spend time outside as much as possible. Maybe I'll just come home to sleep.”�– Standard_Relief, reddit
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PEOPLE ARE PICKING UP JOURNALING.
DEAR DIARY...
In order to maintain their mental health, people are taking pens to paper to record their experiences during this historic time. They are using this as a form of internal reflection and to document this time for future keepsake––not only for themselves, but for their children.
5/20/20
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CHANGING BEHAVIORS
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MANY ARE TAKING THE TIME TO DO
A DOPAMINE DETOX.
NURTURE YOUR NEURONS
It’s no surprise that screen time has increased during this quarantine period. As awareness around this rises, people are setting aside time to detox from the dopamine surges they experience from doing certain activities in excess. This includes things like scrolling through social media and eating habits.
5/20/20
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CHANGING BEHAVIORS
“I did my first detox yesterday, and while it was super hard, today I feel great! I have been more productive, and still watched a couple episodes of TV today, in the 5 hours then I would have all day before the detox.”�– Koaltrain07, reddit
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HAIRDRESSERS
ARE ADVISING CLIENTS THROUGH SCREENS.
HAIR @ HOME
Hairdressers aren’t able to see their clientele in person, but they aren’t cutting off communication. Instead, they are adapting and responding to client wishes. Some hairdressers are providing online consultations with advise on what products to buy, while others are personally packaging the exact color the client needs in order to maintain their usual color.
5/19/20
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CHANGING BEHAVIORS
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NEIGHBORS ARE TALKING THROUGH THEIR FRONT YARDS.
CHALK THE WALK
With an increase in people running and spending time outdoors, neighbors are taking to chalk as a form of communication. With this, they are providing fun facts and jokes for passer byers. Additionally, people are setting up info stations and setting out stuffed animals for a boost in not only moral, but knowledge.
“A friend of mine has been using her driveway, sidewalk chalk and enviable penmanship to brighten her neighbours' days. ”
– AnyDamnVegetables, reddit
5/19/20
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CHANGING BEHAVIORS
31
ART COLLABS ARE KEEPING PEOPLE CONNECTED.
GETTING CRAFTY WITH IT
As friends aren’t able to gather together, they are taking to art as a form of connection. Preferred mediums of art are varied as some collaborate on cookbooks, others are mailing half colored pictures, and some are using online technology.
5/18/20
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CHANGING BEHAVIORS
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PARENTS ARE RE-LEARNING MATH WITH THEIR KIDS.
THE 40 YEAR OLD FIFTH GRADER
As students are now distance learning, they are turning to their parents for help. Many parents have forgotten or simply fallen out of practice with elementary school math, meaning they are unable to answer specific questions. Parents are now working through these stumbling blocks and re-learning math skills with their children.
“I stopped "school" mid-way through the morning and told the kids I needed to figure it out. I spent a lot of time watching YouTube videos on addition and subtraction with regrouping. I finally realized I really resented those extra steps in regrouping and that feeling that it made no sense was driving me nuts, so I just kept watching videos until it started to look normal.”
– deebeezkneez, reddit
5/14/20
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CHANGING BEHAVIORS
33
PEOPLE
ARE UN-
SUBSCRIBING FROM EMAILS.
INBOX PURGING
People are viewing quarantine as the perfect time to go through their inboxes to unsubscribe from all of the emails and newsletters they no longer wish to receive. As they do this, they are also realizing subscriptions they didn't even know they had.
5/14/20
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CHANGING BEHAVIORS
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MORE PEOPLE ARE WAITING FOR THEIR MUSHROOMS TO GROW.
MUSHROOMS FOR MONTHS
Lengthy DIY activities are prevailing as people seek projects that will keep them busy for extended periods of time. With a lack of calendar activities, people are turning to mushroom growing as they take time, giving them something to look forward to.
“Pink and blue oysters are lookin glorious... the bag of white oysters were slower to bloom. These mushroom growing kits have been a welcome distraction during quarantine.”
– kaitoanne, reddit
5/13/20
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CHANGING BEHAVIORS
35
MORE FAN FICTION IS BEING WRITTEN AND READ.
FAKE NON-NEWS
As people have more free time on their hands and more reasons to escape reality, they are using it to pick up the half-written fan fiction they started writing a while ago. In response to the increase in fanfiction being published, people are taking more time to read it as their schedules have shifted during quarantine.
“Writing fanfiction right now is the only thing keeping me sane during the COVID-19 outbreak.”
– lady_slice, reddit
5/12/20
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CHANGING BEHAVIORS
36
VIRTUAL REALITY IS ADAPTING TO EVERYDAY EXPERIENCES.
GOING “OUT”
Not only are virtual reality (VR) games increasing in popularity, they are responding to quarantine restrictions by releasing games that stimulate calming experiences and real-life situations. These types of VR experiences are acting as a form of escapism and are being chosen over violent and fantasy themed games.
“Now that we're all in quarantine, museums you can visit with virtual reality devices are increasing. This car museum is great for your quarantine boredom.”
– Salyangoz91, reddit
5/11/20
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CHANGING BEHAVIORS
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IT’S THE THOUGHT THAT COUNTS THIS MOTHER’S DAY.
BRUNCH IS OUT, DIY IS IN
This Mother’s Day, loved ones are steering away from buying gifts and are opting to hand-make their Mom’s presents, utilizing resources they have at home. They’re expressing their appreciation through crafty cards, acts of service and quality time.
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5/8/20
“[Give your Mom a] Homemade card, flowers that you picked, offer to watch a movie with her, offer to do some chores, breakfast in bed. Most importantly give her a hug and tell her you love her.”�– MamaBear9419, Reddit
CHANGING BEHAVIORS
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SPEAKEASIES HAVE EMERGED IN THE FORM OF BARBERS.
1920 OR 2020?
History is repeating itself with speakeasies prevailing. Although, this time barber shops and nail technicians are opening them. As hair grows out and color fades, people are sneaking out to speakeasies offering fresh cuts and colors.
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5/8/20
CHANGING BEHAVIORS
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EYELASHES
ARE NOW MAGNETIZED.
LASH LOVERS
Beauty lovers who aren’t able to have their lash extensions refilled, are opting for magnetic lashes. They still want to look their best without having to hassel with lash glue or clumpy mascara. The lack of permanency is allowing them to try out new bold styles they wouldn't normally go for.
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5/7/20
CHANGING BEHAVIORS
40
PATIENTS CAN’T RECEIVE TREATMENTS TO MANAGE THEIR PAIN.
HOME HEALING
Chronic pain management patients are discovering a newfound appreciation of their various treatments. As these treatments have been labeled non-essential, this group is left to self-manage. They are now seeking alternative methods that are more accessible from inside their homes.
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“[I was] cut off from botox because of pandemic.I am taking vitamin B-12, vitamin B-2, magnesium, Fioricet (helps slightly or not at all.) In order for it to help I have to first stop taking it for a few weeks. I have Sumatriptan but it doesn’t work. I also take Tumeric and Klonopin.”
– Papi_Ima, reddit
5/6/20
CHANGING BEHAVIORS
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STUDENTS�ARE CROWD-�SOURCING CLASSWORK.
TUTOR ME TWITTER
Across subjects, students are asking online communities for help solving homework problems. While social media is commonly used as a mode of procrastination, students are now using it as a tool to help finish their work. Even those on dating apps are swiping right on people who are majoring in a subject they need help in.
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5/5/20
"I posted on Homework help since I didn't know how to solve a problem and had nobody to teach me due to Covid-19, and a. fellow Redditor made a YouTube video showing me how to do it"
– coastercupcakeYT1, reddit
CHANGING BEHAVIORS
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COVID HAS BECOME A ROADBLOCK FOR NEW ROMANCE.
DELAYED DATING
For some singles, virtual dates just aren’t enough. They are putting a pause on dating as isolation prevents them from exploring these new relationships in person. Because they are no longer able to go out and meet with their romantic interests, they are experiencing feelings of defeat as they remain single.
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5/5/20
“I've been trying the online relationship because of the isolation. Hopefully one day we can crawl out of our house and go on a date again.”�– Beloved_Mimi, reddit
"We were planning on going to a restaurant for wing night that fell through. Then we were going to go after March break. Then Covid happened."
– xXsniperdarkwolfXx, reddit
CHANGING BEHAVIORS
43
SHAVED HEADS ARE THE NEW QUARANTINE LOOK.
IT’S ONLY HAIR
People are impulsively shaving their heads to experience a sense of freedom during these quarantined times. They are finding solace in the fact that it will simply grow back. This lowers the perceived risk for those who are contemplating, or are already sporting a shaved head.
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5/4/20
“So I shaved my head over a week ago, and it has quickly become one of the best decisions I’ve ever made. Not only is it sooo easy to take care of, I feel liberated and more like “me.” […] It’s so nice not having to worry about hair for once, and it looks badass. Plus it’ll always grow back if you don’t think it suits you.”
– SailorTamales, reddit
CHANGING BEHAVIORS
44
TEACHERS ARE SHOWCASING THEIR INNER CREATIVITY.
CREATIVITY IN THE CLASSROOM
Similar to online meetings, online lessons are experiencing a glow up. School teachers of all age groups are going the extra mile to stimulate and connect with their students. They are embracing their creativity with themed classes and are personally sending out thoughtful learning packages.
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5/4/20
“I’ve adjusted deadlines for anyone who asks, and [...]I’m making them a catch-up plan so it’s actually possible for them to catch up"
– Bootheerizer5942, reddit
CHANGING BEHAVIORS
45
PEOPLE ARE MIXING UP REFRESHING COCKTAILS TO LIGHTEN THE MOOD.
LIFTING SPIRITS
At this time in quarantine, making carefully crafted concoctions has generated a similar feeling to putting real clothes on. People relish this feeling of becoming human again by creating lighter, more refreshing cocktails.
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5/1/20
CHANGING BEHAVIORS
46
COST-BENEFIT 101
With classes migrating online, people are re-evaluating their college of choice. Students are turning to community colleges for a more affordable route to a degree without compromising quality. Students question the value of four year colleges as they likely won’t be able to experience the perks of an on-campus experience.
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5/1/20
"I got accepted into UC Davis, but haven’t committed yet. With so much uncertainty surrounding COVID-19 and the reopening of college campuses/online teaching, would it be worth it to pay the full tuition of attending UCD if there is a chance that fall semester will be online? Or is it better to attend community college for 2 years, then transfer to Davis as a junior? [...]"
– lilcynner49, reddit
COMMUNITY COLLEGE APPLICATIONS ARE BOOMING.
CHANGING BEHAVIORS
APRIL�INSIGHTS
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48
THERE ARE SWARMS OF COVID CATFISH ON DATING APPS.
CATCH OF THE DATE
While catfishing has existed for a while, there has been a significant increase in people creating these fake profiles and personas on dating apps out of quarantine boredom. Without the readily available option of meeting in-person, catfishes are able to sustain the illusion for a larger amount of time.
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4/30/20
CHANGING BEHAVIORS
49
MANY WILL BE DIAGNOSED WITH A NEW FORM OF PTSD.
LASTING IMPLICATIONS
A large portion of the population is currently living in a prolonged state of stress which will have lasting mental health implications. For many, it may not reside when life returns to normal and instead develop into PTSD from COVID.
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4/28/20
“I just want people to think and prepare for this, especially if you have a provider as a family member. With limited life saving equipment, these providers are literally having to pick and choose who may live who will die. I can't imagine what kind of toll this will have on them when the dust settles.”�– ahent, reddit
POST COVID-19 PREDICTION
50
NEW GRADS ARE AVOIDING THE JOB MARKET BY EXTENDING EDUCATION.
LEARNING FOR LONGER
Many new grads are having their job offers rescinded or are struggling to find any new job openings. As a protective measure, they are deciding to attend graduate school to postpone their job search. Further, the extra free time during quarantine allows for many to have ample time to study for graduate school exams.
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4/27/20
“Today I saw there were 712 other applicants for a Business Analyst position I applied to, and while this is clearly an outlier, no wonder I'm not getting many interviews! I'm going to see if I got in the programs and if not, I'm going to apply to a safety school I am pretty confident I will get in. It's hard to find a Master of Accounting program that accepts applications from those without a solid Accounting background/degree so I'm hoping that I'll get into one of those schools. Thank you so much for all the help :)”�– ahent, reddit
CHANGING BEHAVIORS
51
BEAUTY CONSUMERS WILL BREAK �FROM HIGH MAINTENANCE TREATMENTS.
UNDERNEATH IT ALL
With medi-spas and salons closed nationwide, beauty treatment connoisseurs are unable to keep up with their maintenance. Botox and fillers are dissolving and hair is regaining its original health, sparking an interest––in both observers and participants alike––to see the natural beauty that lies beneath it all.
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4/24/20
“Lockdown made me realize my face didn’t feel like my own. If lockdown has made anything more obvious, it’s that all these little extras aren’t mine.”�– Amy Duvese-Jenkins, INSIDER
POST COVID-19 PREDICTION
52
PEOPLE �ARE USING THIS TIME OF�REFLECTION �TO GET CLOSER TO GOD.
PRAYER AS SELF-CARE
Religious or not, people are finding many reasons right now to reconnect to God or their own personal spirituality. Quarantine has made many rediscover a component of uncontrollability and inevitability present in everyday life, which is inspiring a new level of religious-spiritualism, among this namely: self-reflection, spiritual re-identification, and group prayer.
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4/23/20
“Since quarantine I have so much more mental clarity. I'm reading and praying more.”�– JesusKingisLord, reddit
CHANGING BEHAVIORS
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THERE MAY�BE A RISE IN EMOTIONAL SUPPORT ANIMALS.
QUARANTINE COMPANIONS
Conversation on social media about wanting or needing emotional support animals is spiking as people try to address the emotional distress they’re feeling. With pet ownership on the rise in general, it wouldn’t be a reach to anticipate emotional support animals bylaws to broaden to accommodate this expected surge.
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4/22/20
“I keep thinking that this is a time when I would most need an emotional support animal. [...] I wondered if anyone could predict if attitudes to emotional support animals might change in the wake of this Coronavirus crisis.�– Franks4Nowt, landlordzone.co
POST COVID-19 PREDICTION
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COMPANIES WILL SEE A SURGE IN VACATION DAY REQUESTS.
CLOCKING OUT
While quarantine has been relaxing for many, it has made those that are still working lust for real time off. Companies that maintained their staff can expect even their most guiltful, vacation-days-hoarding employees to start requesting to use their vacation time en masse immediate following lockdown lifts.
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4/21/20
POST COVID-19 PREDICTION
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FAMILIES ARE DRESSING UP FOR THEMED DINNERS.
DIY DINNER PARTY
With family dinners becoming a more regular occurrence, many are looking for ways to spice things up. They are live action role playing their favorite shows and movies, both dressing for the part and having themed foods. This trend towards imaginative mundanity is something we will see continue to rise as isolation persists.
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4/21/20
CHANGING BEHAVIORS
56
XXX QUARANTINE CONTENT
For those who don’t know, OnlyFans is a subscription-based adult content sharing site. With many losing their job security due to mandated business closures, social media users are creating OnlyFans accounts to try and monetize their existing online audiences––especially influencers.
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4/20/20
PEOPLE ARE TURNING TO ONLYFANS TO PAY THEIR BILLS.
CHANGING BEHAVIORS
57
THE QUARANTINE GLOW-UP IS REAL
It seems that life-after-quarantine optimists are keeping the beauty industry alive. With socialising out of the picture, people are still enjoying the simple luxuries of selfcare, taking their time with multi-step skincare routines. In lieu of new shoes or bags, skincare has become an accessible solo luxury indulgence.
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4/17/20
SKINCARE IS ONE OF THE LAST LUXURIES STANDING.
“My skin routine hasn’t changed too much [in quarantine]. I have a lot of windows and [...] I’ve continued using SPF50 sunscreen. I’m definitely more generous with the moisturiser though.”�– MILLYSO, reddit
CHANGING BEHAVIORS
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CLEAN OUT YOUR QUARANTINE CLOSET
Many are noticing that maybe they don’t need to own so many clothes, after all. People are using the extra time in quarantine for culling down their wardrobes, then often posting their clothing on popular resale apps. This purge coupled with a new emphasis on what really matters may lead to a more minimalistic fashion trend.
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4/17/20
WE WILL SEE A SHIFT TO�MORE MINIMAL WARDROBES.
“I was cleaning out my closet yesterday in a quarantine-fueled rage, and sorted through my ‘clothes’. [...] I took a good inventory of my wardrobe situation, and it’s not good.”�– sittinginbed, reddit
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CREDIT CARDS ADAPT TO NEW SPENDING PATTERNS.
PANDEMIC-IMPACTED PAYMENTS
With consumer spending changing, credit card companies are adjusting their benefit strategies. Many are struggling to reach their minimum for sign-up bonuses or use their points, prompting companies to extend deadlines. For those in more dire financial situations they’re extending payment assistance.
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4/16/20
“For a while now I have been thinking of getting the AMEX Plat, due to all the associated travel benefits. This morning I saw that if I am approved prior to May 31st, I will get an additional 3 months to hit the SUB, meaning I have 6 months rather than 3 to spend 5k.”�– feedzeke1521, reddit
“COVID-19 Payment Assistance (Credit Card) Question?––Can someone confirm this. From my understanding, you can delay the payments for 3 months, have the late payment waived off, but you still have the pay the interest?”�– HDYBYZ, reddit
CHANGING BEHAVIORS
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WEEKENDS HAVE LOST THEIR APPEAL.
TIME IS A CONSTRUCT. NO, LITERALLY.
As the days start to blend together, conventional time-markers are losing their meaning––at least while we’re all indoors. Weekdays? Weekends? Turns out it doesn’t matter if you have nowhere to be. Without occasion to dress up, get out, and let loose with friends, the elusive weekend and all its glory has effectively lost their sting.
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4/15/20
CHANGING BEHAVIORS
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ROLLERBLADES OFFER A MENTAL & PHYSICAL ESCAPE.
SKATING THROUGH QUARANTINE
People are starting to break out their childhood rollerblades or buy a new pair. In general, this aligns with a more macro trend of returning to childhood activities to pass the time, while also providing the functional value of giving them an excuse to go outside for quick bursts of fun.
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4/15/20
CHANGING BEHAVIORS
62
A DESIRE TO BE PRODUCTIVE�IS DRIVING A SURGE IN GARDENING.
FERTILE GROUND FOR FUN
While many men are growing “Corona Beards,” others are growing “Corona Gardens”. People are taking advantage of being at home during gardening season to focus on a productive hobby. This is an opportunity to keep themselves or the whole family engaged while providing currently difficult to acquire produce.
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4/13/20
“/r/Garden has had its largest sub spike in 1 day, going from 7.0k members to 7.6k in 1 day. Thank you all for joining and we also had a HUGE spike in online users, going from between 7 - 20 online users a day to 30 - 70 online users. Again, thank you all for this member count record. :D”�– ADROBLES2024, reddit
CHANGING BEHAVIORS
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PEOPLE ARE STARTING TO QUIT VAPING.
A PANDEMIC TO END AN EPIDEMIC
Prior to COVID-19 there was massive boom of people, especially teens and young adults, taking up vaping. This outbreak is causing many to put down the pen in order to protect their health as they’re scared of the further threat to their lungs. Furthermore, parents are using time in lockdown with their children to pressure them to quit.
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4/12/20
“Teenager with a nicotine addiction, choosing to quit vaping––i picked up vaping last month and im seeing this quarantine as a way to improve myself, so im quitting nicotine! any tips on how to keep myself from it?”�– swagtoaster247, reddit
CHANGING BEHAVIORS
64
WE WILL NOT ALL WORK FROM HOME FOREVER.
THE REAL FUTURE OF OFFICES
Firms are predicting in the future we won't have offices because companies will deem them frivolous. Interestingly, employees exist and their opinions matter. Most that are currently working remote don’t like doing so, as they are working more hours, distracted, miss their coworkers, and don’t want to do this long term.
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4/10/20
“I’m work from home now and I already miss my coworkers and our daily routines, and just the general socialization of seeing people around at work, saying hello in the halls and commenting on the weather, etc. Chat apps are not the same! It’s so lonely working from home and I’m so sad I don’t know when I’ll see everyone at work again.”�– persephoneshand, reddit
POST COVID-19 PREDICTION
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ROAD TRIPS WILL SEE A HUGE RISE IN POPULARITY.
ON THE ROAD AGAIN
As budgets tighten and fears around flying soars, people will still want to unleash their pent-up desire to take a vacation. Additionally, consumers will have muscle memory for spending extended time confined with loved ones, which will make these trips more normal. Fear around planning too far out will also cut down on bigger trips.
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4/9/20
“Research is suggesting that there will be a pent up demand for travel. Some research suggests that people may stay closer to home in a driving distance for the first wave of travel.”�– ufexplore, reddit
“[...]A place as vast and crowded as WDW packed full with travelers from all over the US & beyond will not be in the cards for us if coronavirus is still spreading. Perhaps we will be able take a road trip to my parents’ beach home next year. I don’t see us feeling comfortable going to WDW until 2022.”�– marcoi, disboards.com
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A PANDEMIC PUSH FOR PROFESSIONAL PRACTICALITY
After seeing millions of Americans lose their jobs as a result of COVID, college students are questioning the job security of their current career path and majors. Students are being inspired by professions that have played a fundamental role in the pandemic such as healthcare workers, politicians, and education.
COLLEGE STUDENTS ARE CHANGING THEIR MAJORS TO SUIT THE SITUATION.
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4/8/20
“And then with all this pandemic stuff going on, my parents keep telling me to reconsider (though I feel like this would be the time to need more EMT?) I know there's danger in this route but isn't that more reason to join? It certainly feels more fulfilling and necessary than my current major.”�– aiix, reddit
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BROADWAY WILL BE MORE MAINSTREAM AS THEATER STREAMING BOOMS.
ON BROADWAY, AT HOME
Self-proclaimed theater geeks and casual consumers of the arts alike have been tuning in to Broadway shows to pass the time. The industry has made a push to keep current fans engaged while deepening the affinity of a broader audience by making this content more accessible and top of mind than ever before.
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4/7/20
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MORE AMERICANS WILL ONLY BUY PRODUCTS MADE IN�THE USA.
“HIGH-RISK” IMPORTS
Our research early on in the crisis showed that a first precaution many were taking was to stop buying products imported from abroad. As COVID-19 has spread, consumers are increasingly expressing that purchasing domestically produced products is a long-term commitment they have made.
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“What I hope is that the impact is more manufacturing done in America with less dependence on foreign trade, and more public acceptance of higher prices to achieve that.”�– wingman43487, reddit
4/6/20
“This pandemic is very bad, but it has and will expose some terrible decisions we've made. People hate on Trump for a lot of things (I get that), but his made in America is the right message. We have to make more here to protect ourselves.”�– kbh004, reddit
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THERE’S BEEN AN UPTICK IN CLOGGED SEWERS.
A MUNICIPAL PLEA FOR TP
As stores run out of toilet paper, people have been turning to other household paper goods to… well, you know. As a result, sewers are getting clogged at a faster rate and making plumbers even more essential than they were before. To put a stop to the stoppage, cities are turning to social media to plea with their residents.
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4/6/20
CHANGING BEHAVIORS
70
THERE WILL�BE BETTER INTERNET IN RURAL AREAS.
DIALING UP INTERNET SPEEDS
Restricted access to broadband internet across rural America has left many unable to adapt to the newfound virtual life. With high speed internet now being a necessity for daily actions (e.g. online education, telemedicine, delivery services), many believe there will be a push finally to provide high speed internet to all of America.
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“Frankly, if they made some kind of infrastructure bill that expanded our internet services for high speed/bandwidth and expanded into the middle areas of the country so instead of only having to rely on say satellite or DSL you could get actual high-speed internet to imagine towns that were on the brink suddenly becoming a hot commodity because of cheap housing and the availability of the internet to work from home.�– datfixinboy, reddit
4/5/20
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STRONG HYGIENE PRACTICES WILL BECOME THE NORM.
HOPING FOR HYGIENE
As better hygiene has been a central talking point in prevention, it is a key filter in which consumers are thinking about a post-COVID world. Those who are particularly conscious about germs hope and predict that following this crisis people are more conscious about practicing hygienic habits.
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“Every old person I know is implementing some new health habits. Watch the flu, heart disease, diabetes, etc related deaths the next few years. They will likely offset Coronavirus deaths by an order of magnitude.”�– valery_fedorenko, reddit
4/2/20
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A NEW CLASS OF ENGINEERS & DEVELOPERS�WILL HIT THE JOB MARKET.
COVID SPARKS NEW CAREERS
Many are currently presented with the time and opportunity to gain new skills online that will enable them to start a new career. As such, people are flocking to programing, tapping into newly free online resources available to learn to code. As companies begin rehiring, there will be many more applicants ripe for these positions.
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“My country is currently in lockdown due to COVID-19. I suspect that the best use of my time will be to get something on my CV that proves that I can code. An obvious example is a coding qualification, but money is short and it's barely legal for me to leave the house.”�– leftabout, stackexchange.com
4/2/20
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MANY COUPLES HAVE DEEPER RESPECT FOR EACH OTHER'S CAREERS.
WFH OFFICE ROMANCE
Couples who are working from home together are having the opportunity to experience an entirely new side of their significant other. Seeing their partner’s positive traits illuminated in this environment is strengthening their affection for one another and fostering an even deeper level of respect.
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4/1/20
CHANGING BEHAVIORS
74
BAKING BREAD IS BOOSTING OUR SENSE OF ACHIEVEMENT.
WE ALL KNEAD SOME CONFIDENCE
The rise of breadmaking has been well covered by the media, but has been oversimplified as a boredom breaker. When looking deeper, it’s clear consumers find this to be challenging, yet achievable, giving them a sense of progress. In short, sourdough is allowing them to move forward when they’re stuck standing still.
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4/1/20
CHANGING BEHAVIORS
MARCH�INSIGHTS
75
FIRST & FIRST CONSULTING, LLC
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THEY WILL MAKE UP FOR LOST TIME WITH GLAM MAKEUP.
WHEN WE’RE OUT, WE’RE GOING ALL OUT
Beauty buyers are taking the time in quarantine to fine tune their skills so that they’re able to emerge from quarantine as a more glammed-up version of themselves. Many feel as though they won’t take the opportunity to get dressed up for granted in the future, indicating we may see a hyper-glam beauty trend on the other side.
“Italy is on lockdown due to Coronavirus and I'm doing makeup in my newfound free time! 🇮🇹”�– giuslm, reddit
3/31/20
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ACTIVE MUSIC DISCOVERY IS ON THE RISE.
NEW WORLD, NEW JAMS
During people’s usual on-the-go lifestyle, music listening is often a passive behavior. With a more stationary lifestyle and time to spare, people are using this time to discover new artists. In stressful times, they find this activity to be a relaxing, fulfilling form of self care, making it a staple of people’s quarantine to do lists.
“Things to do when you’re bored in quarantine:�1. Clean your room
2. Put on some makeup/a cute outfit�3. Do yoga/meditate
4. Hang out with your family
5. Start a YouTube channel
6. Build a fort
7. Discover new artists and make new playlists
8. Read a book
9. Dye your hair
10. Have a dance party [...]”�– imaginehow, reddit
3/31/20
CHANGING BEHAVIORS
78
SPORTS�FANS ARE BETTING ON JUST ABOUT ANYTHING.
THE HOUSE EDGE
Without sports to bet on, many are looking for any possible outlet for their hobby. These betting outlets include esports/sports simulations, COVID-19 news, and other happenings. Individuals engaged in this activity and those around them discuss their perceived absurdity and desperation of this type of betting.
3/30/20
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CHANGING BEHAVIORS
79
OUR DATA PRIVACY RISKS ARE AT AN ALLTIME HIGH.
HEIGHTENED RISK ALL AROUND
With an unprecedented surge in employees working from home, data privacy risks have skyrocketed. In effort to move swiftly, organizations of all sizes have adopted new technology and new processes without considering the various risks that may ultimately leave them vulnerable to attacks.
“I was thinking about that. Suddenly, EVERYONE is on Zoom. Why zoom? Why is that the near universal medium? Who owns Zoom? How safe is our privacy on Zoom? I have a lot of questions”�– Hank_Rutherford_Hil, reddit
3/29/20
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CHANGING BEHAVIORS
80
WE ARE SADNESS SHAMING ONE ANOTHER.
LET’S ALL FEEL OUR FEELINGS
Many who are sharing their sadness over cancelled plans are met with criticism that these are only minor inconveniences compared to the global mass suffering. These individuals acknowledge their woes are minor, and simply want to experience their feelings without them being compared to death or joblessness.
“I'll be turning 21 this year. Alone. It's just sad. I know it's not a big deal compared to what has been going on but it is quite a big deal to me. Sorry, I just wanted to get this off my chest.”�– RenTen99, reddit
3/28/20
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CHANGING BEHAVIORS
81
CULINARY CREATIVITY IS BREAKING BOREDOM.
CULINARY RESURGENCE
With restaurants unaccessible and delivery becoming a risk of exposure, consumers are left with no other choice but to eat at home. Rather than heating up easy meals, consumers are passing the time by preparing more healthy, complex dishes.
“Since we put housecleaning service on hold it means I will have to spend some time cleaning house. I am definitely cooking more because we have stopped eating out.”�– VacationForever, tugbbs.com
3/27/20
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CHANGING BEHAVIORS
82
SHAVING BEHAVIORS ARE SHIFTING IN THE FACE OF COVID-19.
BOREDOM BEARDS VS SAFETY SHAVES
During COVID-19, men have gravitated towards extreme ends of the facial hair spectrum. After a CDC guideline reemerged for facial hairstyles that allowed for tight-fitting respirators, a divide has emerged between those shaving for health reasons versus those growing out their beards while in isolation.
“I haven't been clean shaven in 4 yrs and I look terrible without a beard, but I don't wanna spread it to people.”�– notahipster, reddit
3/27/20
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CHANGING BEHAVIORS
83
PEOPLE ARE FINDING COMFORT IN GAMES FROM CHILDHOOD.
CHILDHOOD GAMING SURGE
To get through emotionally difficult and boredom-inducing quarantines, adults have picked up video games from their childhood. Seasoned gamers and non-gamers alike find nostalgic comfort in these games during uncertain times.
“it's a pretty good first game for anybody new to gaming. It's slow paced, low risk, and light-hearted. It's simple, but it's great for passing the time, especially during quarantine”�– venominepure, reddit
3/27/20
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CHANGING BEHAVIORS
84
ESPORTS�ARE THE NEW SPORTS.
PLAYING FOR A VIRTUAL CROWD
With all major sports off the air, sports fans have switched their attention towards esports. Players and professional sports organizations participating in esports have given the industry even more credibility, fueling participation in game streaming platforms.
“Could an e-sports league for and by pro athletes be a nice quick fix for younger NBA fans who are stuck at home without proper entertainment during the age of corona?”�– donkeyshowboy, reddit
3/27/20
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CHANGING BEHAVIORS
85
MILLENNIALS (FINALLY) TURN TO TIKTOK TO PASS TIME.
TIKTOK USERS ARE AGING UP
Older millennials who have heard buzz about TikTok have been drawn to it over the past few weeks due to it’s notable ability to consume massive amounts of time. Once they’ve been sucked into the app, many are passing time by learning TikTok dances.
3/27/20
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CHANGING BEHAVIORS
86
ONLINE DATING HAS BECOME EVEN MORE VIRTUAL.
FACETIME FIRST DATES
Singles aren’t letting lockdown get in the way of their dating life. Online daters are keeping online dating online by having first dates over video call platforms such as Zoom or Facetime. Despite the jitters associated with uncharted territories, those who have engaged in this activity are reporting largely successful results.
“Guys, dating can still happen with COVID-19 shutting all restaurants and bars down. I just had my first date with someone from Tinder last night via Google Hangouts - and it went great!”�– YoungAmsterdam, reddit
3/27/20
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87
FREQUENT TRAVELERS FEAR LOSING THEIR STATUS.
FREQUENT TRAVELER FEARS
Travelers that maintain high status with their airlines and hotels fear that they won’t be able to keep their status due to a halt in their travel. This proves as a critical moment for the travel industry to return the loyalty that these travelers have shown to them.
“I know this is early and not the most pressing issue but do we think United will extend existing status beyond this year due to the Coronavirus? I usually travel internationally but that all stopped now. Thoughts?”�– jjmoore, flyertalk.com
3/27/20
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88
SMALL BUSINESSES GO SURVIVAL OF THE FITTEST.
SINK OR SWIM
Small businesses struggling with an abrupt drop in business need to find innovative new ways to drive revenue. This has motivated small businesses, who can oftentimes be slower to adapt, to evolve their business models more rapidly in order to survive.
3/27/20
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89
CELEBRITIES ARE MORE ACCESSIBLE.
ALL IN THIS TOGETHER
With celebrities and fans quarantined alike, there has been an increased depth of interaction between the two groups. Meaningful exchanges are the new norm as celebrities share more of their lives with fans than they ever have before.
3/27/20
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90
TERMS & CONDITIONS ARE STARTING TO ACTUALLY BE READ.
NONREFUNDABLE WAKE UP CALL
Consumers that are losing money on cancelled plans are faced with the realization that they did not read the terms and conditions. Conversations about nuanced details of this legalese is on the rise, with many indicating this will prompt them to be more careful of their purchases in the future.
“...Here I am being loyal to Marriott brand for years and was only told that I would be charged and pointing me to check cancellation policies.”�– kalagapr, marriott.com
3/27/20
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91
FAMILY PLANNING TAKES AN UNEXPECTED TURN.
CHANGE OF PLANS
Couples who are (or are not) in the process of starting a family may see a change of plans. On one hand, those who are family planning are switching to home births or struggling to finalize adoptions abroad. On the other hand, many expect that with couples in isolation, there will be a rise in “unplanned” babies later this year.
“To think there will be a baby boom in the next 10 - 12 months. With social distancing and people staying at home more over the next few months I think this is inevitable. Quaranteens aka Coronials. Brilliant!”
�– Witchofzog, mumsnet.com
3/27/20
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WE WILL ALL SEIZE THE DAY.
BASKING IN FREEDOM
People stuck in isolation contemplate what they will do with their newfound freedom once lockdowns are lifted. When society returns to normal, people feel like they’ll have a new appreciation for life and won’t take it for granted, doing all of the things they’ve been wanting to do for a while.
3/27/20
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EMPLOYERS WILL ATTRACT TALENT BASED ON THEIR RESPONSE.
CAUTIOUS CANDIDATES
People are taking note of how organizations are reacting to this crisis, both in terms of how they spend their dollars as well as who they would be willing to work for. Current employees have expectations that their employers will change their regular operations moving forward.
3/27/20
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THERE WILL BE A BIG SURGE IN SALON TRAFFIC.
FINALLY, A GOOD HAIR DAY
As people prep their post-quarantine to do list, a trip to the nail and hair salon rank high at the top of the list. While many did not expect the length of time they would be in isolation, others took matters into their own hands and are unable to repair the undesired result.
“Dammit I should have gotten a haircut before all this covid-19 mess. When this is all over, we will all come out of social isolation lookin’ like a bunch of caveman hipsters. Stay healthy everyone!”�– Shockwave, reddit
3/27/20
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WE’LL HAVE A GREATER RESPECT FOR ESSENTIAL PERSONNEL.
INCREASED APPRECIATION
While essential staff don’t always get the respect they deserve, it is clear they have been pivotal in keeping our society running through these difficult times. Furthermore, with kids at home, parents’ empathy for teachers is increasing dramatically. It seems respect for these professions will continue to rise over the coming months.
“I’d just like to offer a huge THANK YOU to all news people for your dedication to the facts and all of the hard work you’ve all been putting in during this crazy time.”�– nuuspurson, reddit
3/27/20
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COMMERCE WILL REMAIN CONTACTLESS & CASHLESS.
IT JUST MAKES DOLLARS AND SENSE
As the traditional hand-to-hand exchange of money has become riskier, consumers are shifting to e-commerce, mobile payments, self-checkouts, and contactless delivery. As adoption of these innovations rapidly expand, it is clear their usage won’t fizzle out.
“[COVID-19 virus has made me realize] how much I should be using Apple Pay.”
– MudIsland, reddit
3/27/20
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POST COVID-19 PREDICTION
THANK YOU!
STAY TUNED.�
For all questions or inquiries, please reach�out to hello@firstandfirstconsulting.com.