Now isn’t the time to cease NPD, consumers are hungry for new ways to lighten the everyday
Once you’ve removed the ‘clingers-on’ in your brand’s portfolio, hit reset and fire up the thrusters on developing compelling innovations for this new world. We’re never going to return to a world that is a replica of October 2019 but, in The Big Picture’s opinion, many of the macro-trends we saw pre-Covid will simply be accelerated; the ‘internet of things’, plant-based diets and sustainable activism have all been amplified by recent events.
And while we’ve seen an array of reactions among clients in recent months, all totally understandable in such uncertain times, we would warn against curling into a ball when it comes to innovation.
Everyday innovations and the opportunity to try something new can provide delight in a world of restriction and monotony. And in an environment of stress and fear, there is a greater opportunity (even need) for brands to put a smile on consumers’ faces? Until hospitality venues and attractions open again, supermarkets are for many a source of release and experimentation, as the nation moonlights from bedroom offices to become budding baristas, bartenders and bakers.