As part of our new series, ‘Marketers Playbook for 2020 Post COVID-19', Sushil Goswami, General Manager -Marketing, CPD India & Nepal, The Himalaya Drug Company pens down 21 habits which every marketer should take into consideration when planning their future campaigns Most people believe that habits are formed by completing a task for 21 days in a row. The first 21 days of the lockdown has certainly impacted our lives. I am sure we have all had many “Firsts” during this period. These firsts will have long lasting impact on how we go about living our life after the lockdown gets over. Hence, I thought of penning down 21 habits which I believe every marketer should consider while planning (at least for the next 18 months)

1. Apni Dukaan

We saw consumer journey from only buying electronics through e-commerce, to being forced to buy everything online. Although, this journey was bound to happen in due course of time, Covid-19 has given it a strong impetus (like what happened to digital payments during demonetization). This new habit is here to stay with social distancing norms remaining active for some period now. E-commerce must have special focus in driving business. Dhote Jao Dhote Jao Penetration of hand sanitizer & handwash category was low in India. Due to Covid-19, the awareness and consumption of these categories will continue to grow rapidly. Brands in hygiene space will have to work extra hard in combating efficacy claims for their offerings.

3. Quality Work From Home

Organizations & individuals would have experienced pros and cons of working from home. This will inspire companies to change their current culture to incorporate work from home policy for at least few functions, if not all in the future.

4. Social Awareness And Commitments

We saw a high level of awareness and unity towards beating this challenge. Such acts are typically seen during wars, floods and earthquakes where most of us remain unaffected. Covid-19 was a different story. It did not matter what SECs, profession, religion and state you belong to. Hence, I believe this will have lasting impact on our belief that, “it can’t happen to us” and hence we will see significant commitment towards cleanliness projects like Swachh Bharat. This is a great opportunity for brands to participate in community building initiatives.  Hum Sath Sath Hain Nuclear Families are on rise in urban India. Average time spent on mobile has been consistently rising, which is affecting our ability to interact in the real world. By virtue of lockdown, families have spent more time together. These experiences will have lasting impact on our approach towards balancing work and family. Consumer insights through this changed reality have a great potential to be leveraged in our communication strategy.

6. Prevention Is Better Than Cure

We saw lot of people taking efforts in strengthening immunity as a part of protection against Covid-19. I remember a few of my family friends start to take immunity capsules, adding more turmeric to their food etc. I believe more and more consumers will associate with nutritional healthcare in coming years.

7. Men Will Not Be “Typical Men” Anymore

During the lockdown, men have actively participated in household chores. If you do a certain job for 21 days, you will become better at it. This has not only strengthened their bond with their partner, but also made them realize the challenges that she is going through in managing the home. Whether, this will result in men playing an active role in household purchases remain to be seen.

8. Entertainment But At Home

Even after the lockdown, people will be cognizant of visiting crowded places like cinema halls & pubs. Hence, the definition of weekend entertainment is expected to change drastically. Consumers will prefer to enjoy at home. Bollywood launched its first movie “Angrezi Medium” on OTT during the lockdown, and many more are films are expected to follow. It will become more complex for us to reach our target group, in this new reality. 

9. Ghar Ka Khana

Concerns over ordering food from outside meant forced cooking at home. This in fact inspired consumers to try out their hand at a lot of new cuisines. I saw so many friends posting their culinary skills on Instagram. I believe this will certainly continue as a weekend family ritual, if not weekdays. QSR formats will have to revisit their strategies to compete with this changed behaviour.

10. E-learning New Way Of Education

Lot of institutes moved to online teaching due to the lockdown. It will emerge as a revolution in the Indian education system. We will see lot of state governments progressing towards taking e-classrooms to next level. Brands can use these platforms in several ways to engage and contribute towards India’s future.  

11. Baratiyon Ka Swagat

The Government’s ban on gathering of more than 100 people in pre-lockdown phase has impacted marriages across the country. Especially in next 12-18 months, it might result in marriage events being attended by close knit family members only, rather than the extravagant splurge that we are used to seeing. Whether this will become a new normal remains to be seen. 

12. Itne Paise Mein Itna Hi Milega

Indian consumers are tough and are known to always seek value in every purchase. Post Covid-19, we can expect them cut down expenditures on non-essential categories.

13. Ghar Ho Toh Aisa

I expect consumers to postpone their vacation plans even in domestic markets. They will prefer to enjoy vacations at home.           

14. Offline Gathering To Online Gathering

In order to avoid gathering, I expect more and more people to prefer socializing online rather than offline. So, no more birthday parties at pubs!! 

15. Exercise At Home

I am certainly not a gym addict, like millions of Indians. However, I have realized that staying at home during this lockdown, limited my movement, resulting in health issues. I believe more and more people will figure out basic exercise regimens those are easy to do at home without purchasing high value equipment liked treadmills.

16. Security Through Gold, Cash Or Any Other Form Of Liquid Asset

Consumers will make sure that enough cash or gold is stocked at home in case of any emergencies. This will adversely impact consumption in India. 

17. On The Move Consumption Will Die

With limited movement outdoors, unless warranted, I see reduction in consumption for lot of categories like chips.

18. Sajna Hai Muze

Lack of events will mean literally no opportunity for our lovely ladies to deck up. With limited movement outdoors and reduced in-person social interactions, I see a significant reduction in consumption of make-up and beauty products.

19. Ekla Chalo Re

I expect office travellers (given a choice) to avoid public transport, sharing cabs, driving with colleagues as precautionary measures towards protection against infections.

20. Gabbar Is Back

Government allowed only grocery stores to supply daily essential during lock down. For many, this is seen as resurgence of Mom and Pop outlets. Once the lockdown is over, I still believe these outlets will continue to gain especially over Modern Trade outlets. 

21. Respect Towards Essential Workers

How much we missed our housemaid, barber, society cleaning staff and many more such people who silently played their role in making our life comfortable. Consumers at large understood the critical role these professions play in our day to day life. I believe we will show more compassion and support towards these extended family members in future.  All above are my personal opinions and open for debate.