Prompt 8
Cheyann Neades
Senior
2020 has been chaotic for many. That chaos has included loss, struggle, and a whirlwind of emotions. One of the main things that has caused this year to have been different from others, is the Coronavirus (COVID-19) pandemic that is unfortunately still significant while it continues waving throughout the United States and other parts of the world. With this, there have been many new “normal” routines, experiences, and expectations that are different from previous times. For example, college students, both new and returning, have been faced with many new, at times “non-traditional” educational experiences. Campus Reboot led by Susan Cardillo at the University of Hartford has given context to these real college student experiences around the U.S. and in other countries through an interactive documentary. Drake University has been lucky enough to be a part of this research/content. This experience has led me to think more about being a college student during a time like this, but also about the many other things that the COVID-19 pandemic has affected. Consumerism and the future of global markets and advertising methods are some of the many things that have been altered due to the COVID-19 pandemic, both positively and negatively.
Personally, my consuming patterns have definitely changed. I definitely prioritize safety and convenience more than I have before. In my Campus Reboot prompts, I stressed how much I am home and want to do everything as safely as possible, “When I started the semester, I was in hybrid learning, but based on the format of my classes, I am now completely online. I prefer this. I feel safer, and that I’m learning more,” (Prompt 3). When it comes to food, I am constantly ordering on delivery apps such as Door Dash, or ordering take out from restaurants. I notice myself purchasing less groceries due to the lack of motivation to cook due to stress and also knowing that I can easily order food within a couple of minutes on my phone. When it comes to purchasing other products, such as clothes and household items, I have definitely ordered more household items than anything. I have not purchased a lot of clothes since I spend 99 percent of my time at home and in comfortable clothing. When I do purchase household items, such as pillows, cleaning products, etc., I quickly run to Walmart, Walgreens, or Walmart, or order items online. For fun miscellaneous items, I have been trying to purchase from small or local shops. Whether it’s a cake from a bakery or a gift for a friend, I want to avoid supporting large corporations more than I already do. This has been because of general realizations, but also because of the struggles that small businesses have faced this year. While staying home as much as possible, I have felt the need to spend more money on things. I definitely think many others have experienced changes in their consumer habits, whether they notice it or not.
This year has altered everyone in various ways. With the changes in staying home and distant, wearing a mask, and lack of large events/gatherings, consumers will be impacted. Everyone’s values, lifestyles, and behaviors are always different based on their upbringings and experiences, but it is fair to say that the pandemic has created specific patterns within consumers and their habits.
One of the main things that has shifted is the ways in which people understand their food consumption. Due to restaurants being closed some of the year and people having access to fast food, the ways in which people purchase food is changing and I think these trends will continue. “A year ago, 81 percent of shoppers surveyed by Gallup said they never turned to the internet for groceries. Online shopping was lolling at around 3 percent of all grocery sales, or about $1.2 billion, according to a survey by Brick Meets Click/Mercatus. But in June, online grocery sales in the United States hit $7.2 billion,” (New York Times). Individuals are finding it more important to purchase more groceries rather than eating in a restaurant and ordering food delivery/pickup during the interim between making homemade meals. Over the next few years, I feel that these trends will continue, not only because it’s safe, but it’s become extremely convenient. Online ordering through restaurants and grocery stores has been made to be quick and easy to keep it as safe and accessible as possible for customers. Shopping for food is something that people don’t want to spend too much time thinking and worrying about, and this pandemic has showed some that they don’t need to due to the technology available.
A lot of changes are also affecting those apart of the Gen-Z generation. This population is very vulnerable when it comes to consumerism, since they’re under the ages of 23, which is prime ages for finding new interests, learning new things, and discovering personality. Within the next 5 years, this generation will definitely cause things to be more digital and continue mobile app competition. The popularity of the video creation app TikTok, which is mainly used and led by Gen-Z and Millennials, has taken over social media throughout 2020. “58% of Gen Z and millennials have increased their time on online media, versus 42% for other generations. 50% of Gen Z and millennials have increased the amount of streaming video they watch on mobile phones, falling to 18% for the other age-groups,” (Warc). With competitive social media apps such as Twitter, Instagram, TikTok, Snapchat, and Facebook, along with advertisers that use these platforms for awareness and promotion, are going to continue to innovate, especially within the next five years. The goals of these platforms are to keep people engaged and connected, while advertisers work to reach specific audiences. Advertisers and social media platforms will continue to target and accommodate those a part of Gen-Z, which will also maintain the increasing use of online media by the generation.
Although many are using online platforms to engage in content, I do not think that print publications are dying. While print advertisement has taken a hit from the pandemic, I do believe that the presence of these publications within the digital world will allow these magazines and newspapers to continue. Many believe that print publications will be close to being absent within the next ten years, but the dedication of both the publication and their growing audiences will remain if they commit to content and attracting Gen-Z.
This pandemic, while it’s caused a lot of grief, fear, and economic issues, many consumer trends have become prevalent and will continue throughout future markets. Advertisers, market researchers, and consumerism professionals will have a lot of data to work with to better understand people, their complex lives, values, and behaviors overtime.
References
Severson, Kim. New York Times. 7 Ways the Pandemic Has Changed How We Shop for Food. Sept. 8, 2020.
Warc. Millennials and Gen Z try new brands during COVID crisis. Aug. 19, 2020.
Kendall Hunt
Sophomore
Living through COVID-19 is like being strapped into a roller-coaster ride. The ride leaves you breathless and there are some unexpected highs and terrifying lows. You want to get off, but you are strapped in and forced to see the ride through to the end.
COVID was an extremely difficult entity to approach, given that I was eager for a break from the hectic student life but also had no idea what was to come as a consequence of the disease. Syndey Clifton, a student at Drake University, described this perfectly:
“At the beginning of all of this, I found myself equal amounts of terrified and joyful at the thought of life slowing down. I was terrified, as most others were, about the severity of the virus and could only find myself researching the rising number of fatalities around the world. I was joyful knowing that this would be the time I could finally reconnect with myself, evaluate what was happening, where I was going, and for what purpose I was doing this.”
Likewise, I, too, was shocked at the sudden changes that COVID brought to my life, but grateful nonetheless to take time to decompress and take time for myself. However, carrying COVID into college this fall was even more challenging. As stated by Elizabeth Hanna from California State University Long Beach, “This pandemic happened right as college was finally making sense.” Being a sophomore with only one normal semester under my belt, I couldn’t have agreed more.
While last year I was going out consistently with friends, having large gatherings come to my dorm room, playing sports and activities outside, and attending in-person classes, this semester, in contrast, I was sitting in my room with a few friends and watching a dull video screen tell me about marketing trends. While I was thrilled to be back in the fall “to see all my friends, I was concerned we would be sent back home within a few weeks” (Maddi Kedrowski, Drake University). I could not get comfortable – I never knew when a new breaking update about the virus would occur and I would need to pack up all my belongings again.
Interactions, as well, were very limited. I was unable “to go out to eat, hang out in large groups, or go to someone’s house” (Hunt). Rather, my time consisted of “homework and hanging out in small groups.” As a result, I did grow closer to a few of my good friends, but did not have the opportunity to meet new people or experience the typical college lifestyle.
College, as a whole, was different, with classes online, dorms only allowing so many in a single room, mask mandates, signage across campus advocating for COVID protocols, and the cafeteria to-go box system. “I feel more alone and confused…there isn’t the same sense of understanding and camaraderie as face-to-face interactions” (Hanna).
All of these changes have made individuals feel more isolated and less connected to campus in general. Given this though, I have developed new life values. I have come to “appreciate getting to see what I learn in front of me and getting to apply it tactically” (Hunt). Reflecting on the past has made me no longer “take for granted the ability to interact with others, take classes in person, or go outside and play my sport. I will forever be more conscious about what I am touching and the state of others around me. I think others will likely follow these lines as well, changing the next generation’s mindset about social interaction and health” (Hunt). My values have greatly changed and I have come to miss my friends and group interactions, but also learned to value sanitation, health, and looking out for others. While it can be challenging, I appreciate wearing masks and keeping distance to protect others’ health and lives.
In addition to changes in values, my activities and behaviors as a consumer have also shifted dramatically. For example, at Drake University’s cafeteria, there is a confusing to-go box system and time limitations that define when a student can eat a meal. The process overall just makes “eating in cafeterias challenging” (Hunt). As a result, I often look to buy my own food at the local grocery store. Even still, I face the dilemma of leaving campus in the first place. My campus is the “Drake bubble,” a small semi-protected area from the increasing number of Iowa cases. As soon as one leaves the bubble, he or she is of high risk to contract the disease. Given this, my behavior as a consumer shifted in regards to buying food. Instead of visiting the store every weekend with all of my friends, I went with a few friends once or twice a month and bought items in bulk. I turned to large, long-lasting packaged goods instead of fresh fruit or produce. I also reverted to stores such as Costco instead of Hyvee to buy more items in one outing.
Secondly, as a consumer, I have also begun to engage on social media with companies who are supporting the COVID prevention cause. Brands that are optimistic and adjusting to COVID are appealing to my family and I, so brand images greatly impact our consumer purchasing decisions now.
These personal values and buying trends occurred just within a few months. In five years, I expect there to be lasting trends that result from the pandemic.
In fact, from the first Campus Reboot prompt, I noted,
“I truly believe that this pandemic will shape in the future in how we interact with others, how we value our normal lives, and how we maintain sanitation and health. I hope everyone remembers the pandemic and its impact on our society and use it as an example in ways in which we failed – such as with mask wearing and social distancing protocols - and ways that it revealed weaknesses in society – such as with supply regulation and shipment and enforcing rules” (Hunt).
I think that now, as a result of COVID, there will be many consumer trends that will continue even 5 years from now including a preference for online and social media ads, buying in bulk, reduced trips to the grocery store, concern for sanitation and public health, and increase in brand preference.
According to Kantar’s COVID-19 Barometer, internet browsing increased by 64%, online video by 54%, and social media engagement went up by 56% . Additionally, consumers are more concerned about their future and the economy – “77% had felt, or expected to feel, an impact on their income” (Kantar). As a result, digital ad spending has increased significantly. Kantar also noted a large increase in streaming services that is expected to continue to grow.
However, Kantar claims advertisements will decline in prevalence, especially on TV. I disagree with this trend because COVID has encouraged people to remain home and use technology to interact with others and with products. I think TV ads will become more prevalent with the stay-at-home trend and resurge in entertainment. Kantar also stated that “with 75% of consumer touchpoints coming from outside the paid media sphere, social media alone won’t build a relationship with your audience.” I disagree with this declaration because social media does provide a unique opportunity for brands to engage with individual customers and does allow for relationships to be built over time. While additional media elements will create a more impactful campaign, social media can still be an avenue for brand awareness and relationship building.
Ultimately, COVID has impacted all of our lives for the better or for the worse. But, given the severe implications of the disease, COVID may change how we approach health and safety for many years to come.
​
Sydney Clifton
Senior
-
I am not leaving school now since I have been virtual all semester, however I was participating in band in-person. This has been a different change as I was used to paying attention to the time in the afternoon and evenings. Restrictions in my home town are the same as my school, because I live in the same town that my school is!
-
I think my school was successful with Fall semester. We were able to (for the most part) keep very safe and not a lot of us ended up sick. For next semester, I am desperately hoping we will see the light at the end of the tunnel at least and be able to do more things in person.
-
I have been online this semester and regrettably will be online next semester as well. It will be easiest this way especially as we are now entering prominent flu season on top of dealing with COVID-19. Plus, I will not have to waste gas traveling into school for only one class. I will also be able to keep my family safe as me going into one class has caused strain on my family. I am concerned with having the same struggles I did this semester and not being able to find an internship or job once I complete my degree.
IMG_5178%2520(Changed)_009_5x7%2520Print_.jpg)
Lucy Panfil
Junior
I do not think that my personal values and lifestyle have really changed since the beginning of the semester. I stayed in my apartment a lot when I was at school, and now that I’m on break I don’t leave my house much other than to go to work. As I said in prompt 2; “I don't want to put myself in an unnecessary situation where I might get sick. The pandemic has changed my social life, but not as much as some people. I am in introvert so I am not as social as I know some people are. Still, it is hard not being able to go to events on campus with my friends.” I have taken the pandemic seriously from the beginning, and even though I am tired of it and want things to go back to normal, I am still taking it seriously. I have always valued the health of myself and my friends and family. I of course do not want them of myself to get sick, so I am happy to wear a mask if It means I am keeping people safe. I suppose my lifestyle has changed since coming home from break in the fact that now instead of living with my friends I live with my family. Also I work now, but the place that I work requires masks, so I feel comfortable working there. I am still finding it hard to stay focused and engaged in online classes, even though it has been a whole semester. In an earlier prompt I said; “I would say that the most difficult parts of school today are staying focused and engaged.” Apparently, it is not just me finding it difficult to stay engaged in online classes. Madeline Kedrowski said; “The most difficult part of school today is staying focused.” Sydney Skemp said; “The most difficult part about school this semester is motivation.” I am not alone in being unengaged and unmotivated with online school. However, I know that it is for our safety so I am willing to make it work.
I think that my behavior as a consumer has changed since the pandemic. For starters, I buy a lot more cleaning products. Of course I always bought cleaning products, but now I am more conscious about cleaning so I buy them more often. My behaviors have also been forced to change by the fact that I do not go shopping as much. One of my favorite hobbies is shipping, but since I have not done that as much this semester, I have not bought as many unnecessary things. While this is good for my wallet, I really enjoy shopping with my friends or my mom, but the pandemic has forced me to not do that as much. I also have not gone to restaurants at all during the pandemic. I have gotten fast food or takeout, but I haven’t been in a restaurant at all. Another change is that I have been trying to buy from small businesses more recently. I know that small businesses have taken a hit during the pandemic, so I want to try to support them, if even in a small way.
I think that the Coronavirus has made changes to everyone’s values, lifestyles, and behaviors, and I think it will continue to do so for some time.
One big thing that I think will be impacted is restaurant eating. As discussed in the article: Driving over air, travel, takeout over cafes: pandemic shapes consumption, people are in no hurry to return to restaurants. I think that since people have realized that they can get takeout and eat comfortably in their home in their sweatpants, they will not eat out as much. I am not saying that people will never go to restaurants anymore, but probably not as often as they used to.
I also think that recreational activities will be different in the future. People now know that they can pay a few bucks to stream a new movie instead of going to a theatre and paying too much for the movie, having to buy popcorn, and possibly sitting next to a movie-talker. Going to the movies may not be as popular as it once was, partially due to the pandemic and people realizing that they don’t have to go to the theatre, but also because of all the streaming sites and Netflix of Hulu original movies these days. This next thing that I think will be different is very random, but I thought of it one day and now can’t stop thinking about it. Birthday parties. Did we really used to eat a cake that someone had just blown all over trying to get the candles to go out? Ew! I cannot imagine that people blowing out candles on a birthday cake will be the norm in the future, at least not for me. I do not want to eat your spit covered cake, thank you.
I actually think that marketing professionals are doing a pretty good job of dissecting things. The article: Pandemic Permanently Alters Gen Z does a nice job of explaining how the pandemic impacted Gen Z as opposed to older generations. This is my favorite line from the article: “For many adults, quarantine is ‘life on pause.’ For Gen Z, however, it’s ‘life cancelled.’ I agree with this in some ways. Gen Z really is missing out in a lot of ways because of this pandemic. All our lives, we have been told that these are the best years of our life, and we are missing out on them because of the pandemic. However, I do not think that I would go as far to say that my life is “cancelled” because of Corona. It stinks that this pandemic had to happen while we were in our prime, but it hasn’t ruined our lives. However, I do think that Gen Z is taking the pandemic more seriously because we want it to be over with sooner so that we can get back to living our lives.
Kylee Macke
Senior
-
Throughout this pandemic I would say that my personal values have changed. Like I have stated in many of my other prompts, I am not the type of person to just always be at home. I really do not enjoy being told to stay home as I feel like my college experience and basically my youth are just passing by me every day and are being wasted. This might be a little dramatic but for my personality type, an extrovert, this staying at home has killed me. But, because of this it really has taught me that I cannot take anything for granted. I've reflected and realized that I did take just hanging out with friends, going to restaurants or stores, and even going to an in-person class for granted and I do regret it. So, once we get back to normal I plan to really rework the way I think and enjoy my days. I would say that my lifestyle has changed too. I think like all people around the world, or at least a good majority, I have taken an interest in my health. I am constantly looking for video ideas or foods to try, etc. So, that has been one positive thing is that I am now waking up early and working out and starting my day off on a good note. I think I definitely procrastinate more than I used too but I think that is because I used to have more going on throughout the days and not a lot of time for my school work. So, procrastination is one thing that I will need to work on for this next semester in the spring.
-
As a consumer, my behavior has switched somewhat. I find myself buying more online even when stores are open. I think the uncomfortableness I get when in stores sometimes has really driven to me buying online. Another thing that is changed is that my impulse purchases have really increased. I watch TikTok a lot and I will see this kitchen item, or these leggings, or some vitamin that helps with my body and working out. I remember when I bought like three things in one day once that were supposed to help me when working out or to burn more fat and I thought I might as well try them since I can’t go anywhere and I didn’t want to do another YouTube video. Another thing that gets me is sales. A lot of online clothing stores that I shop at have been having crazy sales like 80% off and I am a sucker for that. I caught myself buying nice clothes for going out as if I was going to be able to go out and have fun anytime soon.
-
I think for the Gen Z’s and Millennials that once this pandemic is over; these two generations are going to go out and try and have the most fun they possibly can since we’ve been stuck at home for almost a year now. I think a lot of us are not going to take life for granted anymore and will truly live up to the phrase, “live life to the fullest”. Going off this, I think that marketers will really have to continue to advertise strong on the social media. These two generations were really “on to go” before the pandemic hit, so I can’t imagine how they will act afterwards. Also, one prediction that I have for the future as well is another social media platform arising much like TikTok has. From Twitter and many others, I have heard that many are over Instagram and have somewhat stopped using it because it is so full of advertisements. Many refer to it as an online shopping mall. So, I think that advertisers and marketers and going to have to get creative with how they are pushing stuff out to individuals. Lastly, I think the streamed video on demand business will continue to grow and almost take over in the next five years. The current trend is to “cut the cord” or get rid of paying for cable. YouTube TV has grown immensely recently and other streaming services like Netflix, Disney+, and HBO will continue to grow as well. Knowing this, this is where the advertisements will have to be, which can be tricky especially if individuals pay to not have them.
Antonio Melendes
Senior
Throughout my time in concepts in consumer awareness, I have had the opportunity to grow my knowledge and individual thoughts and ideas on something that will always be relevant in our lives. As far as the class and the professor, I give it a 10/10. I had such a great time in this class this year, and although it was new and different compared to our previous years (our whole life) professor Henry made the most of the situation and we had a great time. There are a series of questions you have asked us to answer, so I hope I can express how awesome this class was throughout my answers.
This class has changed my personal values and lifestyle in a positive way, yet not too effective. I have always looked at things in two ways. What do I need, and what do I want. This will always be my way of deciding what I buy and what I shouldn’t buy. Although that’s my way of consuming, others consume very differently such as impulsive buying. I always think of it as wants and needs due to the fact that I feel like all of us take life for granted and we don’t realize it. Life isn’t a sure thing, and if 2020 has taught us anything it’s that. This class did help me learn certain things that pertain to advertising and marketing that I didn’t know before. I still believe and value the same things that I did prior to this class, but that’s only because I am a strong believer in those, and I had to go once to change them to get to where I am at in my beliefs now. I think we should all be living our life to the fullest and day by day without any regrets. Life is too short to hold a grug, or hold your head down for something that goes bad for 10 seconds of your day, when there is 86,390 left.
I don’t think my behavior as a consumer has changed much, though. I once again buy from what I need and sometimes want depending on the scenarios. Not always can I allow myself to buy what I want, but now especially after this class I know I won’t buy certain things because I have been on the other side of the opinion now where I see all the things advertisers and marketers do, to try to get us to buy things. I think down the road we will still have the same idea of people buying what they want and we will have people buying what they need. Not only that, but this has more to do with economics and politics than I think consumer choices. We will always have the poor, middle class, and rich. I think if you’re reading this or answering this question then you are considered lucky and there is probably someone out there wishing they had what you do. One way I think consumer values could change down the road is their belief in technology. With COVID-19 we have seen it already this year, but I think we’re seeing how online shopping and more advanced technology ways of living are going to continue to affect the advertising industry in a positive way in my opinion.
That leads me into my next point which is me believing that we will see a huge trend in technology in the future with advertising and consumers. Obviously that’ll hurt our traditional advertising to a certain extent, but the social media advertising and world will be booming. I think the biggest thing to discuss here is how we move on after this pandemic is done. Discussing future strategies for markets, concerts, athletic events, anything to do with mass crowds. Not only that, but daily living like school, grocery shopping, the local YMCA, how will the advertising world help everyday people feel safe after this? Maybe it isn’t our job, but I think there is a window of opportunity for someone to take advantage of this moment and prepare for major advertising content!
I looked at Imd.org and was trying to find something to argue against these professionals, but I truly think that everything they said is going to happen sooner or later. The only thing that I have to argue or play devil's advocate to, is they don’t necessarily know what our consumers are going to be like in the future, only predict. Yes, they most likely are going to be like gen z or what not, but that doesn’t necessarily mean that it is 100% set in stone. I could easily see changes being made in consumers, especially after this pandemic and everything going on. Forgetting the pandemic, this is something that could change due to the fact of everyday life and someones probably out there making or doing something that is going to be effective the way we do everyday living.
Rachel Hartley
Junior
On December 31st, 2019, I had high hopes for 2020. My whole family eagerly watched the crystal ball drop in Time Square on TV, not a clue of the catastrophic events that would follow in the upcoming months. This year has been full of loss and mourning. Even if you weren’t directly impacted by the loss of a loved one during the pandemic, you mourned the life you had and you mourned a sense of normalcy.
I chose to stay remote for this semester. The way Lucy Panfil, a junior at Drake University, put it, “As careful as I am, I am sure to come into contact with someone who was not careful.” The amount of anxiety I had about getting sick or getting those I love sick would not have allowed for a manageable day to day college experience for myself. Of course this came with many challenges, some more expected than others.
As I said in my pre-school prompt, “All my life, I have dreamed about going off to college, learning to be independent, and being able to live “the best four years of our lives” before I have to settle down with a career. And not to sound dramatic, but I honestly feel "jipped' of a college experience.” Those “best” four years were altered tremendously because of the pandemic. Of course, no one wants to spend their first few years of independence with their parents, but not having the time to learn to be independent takes a toll on you.
The start of the semester, I felt guilty. I was and still am lucky to have a great relationship with my parents and a great life at home. Other people might not have had the choice to stay home like I did. I was also guilty about the accommodations my professors were going to have to make for me, being one of the few students in my classes that were fully remote. As the semester progressed, a lot of my anxieties and guilt dissipated as more and more students decided to avoid in person classes and instead, join via Zoom. While they were still living near Drake or on campus, the fewer people that went to class, the safer I felt for my friends. Though public gatherings still happened (and I was definitely made aware of many on social media), I could only focus on the things I could control.
Lifestyle-wise, my personal values changed regarding my mindset. “I still go to work to earn some income, I still workout, and I still run outside like nothing changed; I do these things while taking extra precautions, of course” said Brent Nery, a senior at Drake University. Like Brent, I still pursue many of my pre-pandemic hobbies, but Brent and I, like many others, have had to make a new normal for ourselves. Self care looks different to different people, but I’ve learned to value self care over anything else. I used to be an individual who valued academics and grades over everything else, but as prompt 7 me said, “If I do nothing but eat, sleep, and work, I start to burn out.” My self care looked like cleaning my room, listening to podcasts, or picking up a paintbrush. My social life also changed, but I made it a priority to utilize applications like Zoom or the Chrome Extension, Netflix Party, to maintain a “close to normal” relationship with my friends and loved ones.
When it comes to being a consumer, my values and spending habits also changed. I no longer valued material objects as much as I used to, and valued experiences (the one thing I sometimes took for granted pre-pandemic). When you’re stuck in your house, all you want to do is escape it, so to be honest, I didn’t buy much. What I did buy reflected my lifestyle at home, things out of necessity or comfort. New sweatpants, toothpaste, or even a stuffed animal on a sad, rainy day. I no longer bought my own food because I was living as a dependent of my parents who luckily made me dinner every night and bought me groceries. This is something that would’ve been completely different had I been at school.
In regards to social media, my social media exposure increased as a result of trying to stay involved in my friends lives, to stay informed on current events, and simply, to pass the time. Both of my parents work, so when I wasn’t doing homework, the only company I had sometimes was social media. Specifically, I spent most of my time on Instagram, TikTok, Twitter, and Youtube, and I avoided Facebook due to political negativity and drama that my older family members got themselves into. This has exposed me to new businesses and new content related to my personal interests.
As a result of this pandemic, we will face challenges for years to come. In prompt 4, I wrote “Looking to the future, my generation is going to struggle. Physically, we are going to have a hard time finding jobs, and I worry about the effects on the economy and what that means for the middle and working classes.” Though that is still a worry of mine, just like how we have to normalize our everyday routines, we have to normalize newer ways of interacting with consumers.
Written by Anshuman Pandey in Kantar’s 2021 Media Trends and Predictions, “The COVID-19 pandemic has accelerated double-digit eCommerce growth globally, with new consumer behaviours emerging. Some 50% of consumers are less inclined to shop in person this holiday season, for example, but 40% are more willing to shop online.” Looking to 2021, advertising and consumer targeting, especially when addressing quintiles looks different. With these statistics in mind, we know that digital advertising on online platforms (such as streaming services and social media platforms) is the most beneficial to our audiences and will continue to grow as people continue to stay home.
As digital advertising grows, it makes the uniqueness of the ad more and more important. Duncan Southgate from Kantar says, “Context is more important than ever as media spend shifts rapidly across channels, largely in line with media consumption trends…” With this concept in mind, it is predicted that advertisers will “accelerate their adoption of the latest media channels and formats” such as the app TikTok, which has been a substantial advertising environment already (especially as TikTok influencers gain popularity).
Like TikTok, video content itself has seen a growth over 2020. Southgate also says “Brands will seek to enliven their online video campaigns by incorporating relevant influencers and the interactivity and engagement of hashtag challenges.” An example of this we already saw this year was the collaboration between TikTok celebrity Charli D'amelio and Dunkin Donuts. Charli’s video influence promoting Dunkin Donuts led many to go through the drive thru to try their collaboration beverage, the “Charli.” Content and collaborations such as this one lead the way for creativity as advertisers will have to invest more in order to compete with others. On the contrary, I don’t personally agree that influencers and partnerships are necessities to advertisers. I believe branding is more important than ever to make your client, business, or product unique, especially as quarantine has encouraged the ideation of new businesses and products. However there are many Gen-Z individuals who couldn’t care less about individuals like Charli and Dixie D’amelio. While influencers are a good tactic, the influencer is not the brand, but rather promotes the brand. If all companies use the top influencers at the moment, there is no longer anything unique about the specific brand, which in this growing digital world, will leave you at a disadvantage.
The current state of our world has changed the way we think about our lives as we try to establish a new normal for ourselves. We can see how consumer trends and the way advertisers will approach consumer interaction in the years to come will require a new normal in order to adapt to our world. Overall, our “normals” will coincide with one another as we begin our next chapter.
As Elizabeth Hanna from California State University - Long Beach said, “This pandemic happened right as college was finally making sense.” Personally, I believe this pandemic happened right as my goals and desires started to make sense. I was at a place in life where I felt I finally had a path, and COVID-19 altered it.
Everett Mullican
Senior
Throughout the semester, I’ve noticed my strengths and weaknesses with managing my own time, with that said, I feel as if I’ve become better at managing most of my time with balancing class, work, and activities. Living in Iowa, lockdown and mask restrictions have been “light,” in the sense that we don’t enforce COVID-19 restrictions as much as other states, so I feel that my lifestyle in that sense hasn’t changed much other than wearing masks and social distancing. However, my values through class and cleanliness have changed for the better. I do also feel that I’ve been ignorant when believing that because of how many accommodations Drake has to offer that I wouldn’t be so overwhelmed with work or stressed out, in one of my prompts, I stated, Students are given a list of resources to assist them in their learning, issues, and tasks.” I feel that had been insensitive for me to say because I see now that there are more than just academic issues when dealing with online learning, there is so much more than just that, when dealing with stress and anxiety, it may be through personal reason or experience, and it may then reflect on academic performance, which can’t always be assisted by what Drake offers.
When learning about consumer behavior and consumption, I’ve learned so much about what makes a consumer who they are, I was able to luckily put myself in a position where I related to the information which I presented to my classmates, for example, my consumer profile and its relation to age, HHI, and their connection to their other demographics, behavioral information, and my own. I feel my behavior as a consumer has really opened about who I really am when it comes to consumption, be it through buying new shoes, products, where and why I shop, or anything related to my given demographics.
Through a few prompt responses, like my own, such as classmate Taryn Ripple mentioned, “Living at home after living at school is kind of depressing.” I feel this can be related to being at school and attending live and in-person class is similar if not the same feeling for me. The loneliness and sense of depression thorough the semester when having to distance me from others for the greater good of my community has certainly made me feel unusual. As it is said repeatedly, industries such as advertising, marketing, and public relations are forever changing, and those working in said industries must adapt to succeed or they will fail in the end. I feel that with everything going on, with non-essential workers out of their jobs, other workers getting laid off, I feel that consumers’ behavior will change greatly.
With changes like spending large amounts of money in the average or below average class before the pandemic, I feel that those behaviors and decisions will change if they haven’t already, this includes blue-collared workers and their consumer decisions. Five years from now, I feel that in even the development of the five years we will see trends like the decrease in sales of entertainment and the shift of our wants vs. needs. I feel that as advertisers and other fields related, we will have a challenge in creating and finding those strategies to find and develop consumer trends and markets. With that said, I feel that the demand for our industry will grow, as businesses need to find the communication from the company, to the consumer/people.
As a member of Gen Z, I feel our trends are so broad in the market, so it may be difficult to pin the majority for market trends in the future. However, not only through just a span of five years but even longer for the future of the advertising industry, many marketing professionals state that we must become more transparent, accessible, purposeful, and driven to sustain the market for the future. It’s no surprise that advertisers and related industries must adapt in order to be successful and meaningful, I feel that it is really nothing too new. For example, after our world wars, and other pandemics or historical changes, branches, and industries such as PR were evolved to fit these situations. We must always find some sort of awareness to create the image for markets, and consumers for the better, while market trends may be affected, like in consuming certain products, food, entertainment, health-related, it will only be re-strengthened to fit the new society that we will live in.
Sydney Skemp
Sophomore
Throughout this semester I have seen a change in me and my peer's lifestyles. Normally for college students, going out on the weekend and gathering in large numbers is a given for the college experience. It is human nature to want to be around others. And, for extroverts like myself, I see this isolation and lack of social life having an affect on my mental health. I enjoyed the fact that I was able to get closer to friends I already had a deep connection to, but as I am just a sophomore, I feel that I really missed out on meeting new people through those group settings.
Of course, good things did come from this hard time in my life, however. I think a common theme I see within college students right now is the fact that we were all able to slow down and enjoy spending time with people in a safe way. This pandemic, although it hindered many of our social lives, allowed us to see what is truly important which can sometimes get overlooked with class loads and the feeling of needing to go out and party on the weekends.
“I did have plenty of downtime between working to enjoy all of the things in life that are sometimes overlooked when I'm busier and everything is open. This was probably my favorite part of the pandemic, said Megan Smith, a sophomore at Mcpherson College. I am sure I speak for many people when I say Megan’s statement is very true. Corona made us face many challenges, but as always there are hidden blessings in everything.
As a consumer, my behavior has changed a lot. I am not one to normally shop online. I love the feelings of going into a store and actually touching what I plan on buying. However, for this holiday season I realized I bought almost all of my gifts online. This is very uncharacteristic for me as a consumer. I know a large part of this change in behavior is the fact that COVID remains to be a huge issue in our world right now.
I think that people’s values, lifestyles, and pass times have surely changed from this. I talked about how social life has changed greatly in a past prompt saying, “People our age rely on last minuet plans and quick ideas for spending time together and hanging out, and when there's a global pandemic going on, you can’t really just head over to someone's room or house to hangout, because there are too many unknowns.” I think this shows that values and lifestyles have changed drstically in college life. You almost have to work hard and plan ahead as much as you do for your course load for your social life too.
I think that along with social norms changing we will also see long term affects on consumers from this pandemic. I think that we surely live in a digital world and this virus has only hightened that. I think we will see a lot more of online shopping, buying local, and working remotely from home.
I think it is important to realize that the immediate affects we have felt from COVID will also be lasting affects. I think we will see a trend of people enjoying working from home and choosing to go remote full time if their job allows it. I also think that wearing masks may continue to be a popular thing to do even after this virus is “gone.” I think people have seen that they can really help and there has defineilty become a market for them.
Marketing professionals such as Accenture are saying, “Consumers attitudes, behaviors and purchasing habits are changing—and many of these new ways will remain post-pandemic. While purchases are currently centered on the most basic needs, people are shopping more consciously, buying local and are embracing digital commerce. To manage isolation, consumers are using digital to connect, learn and play—and they will continue to. Moving forward, we will see an increase in the virtual workforce as more people work from home and enjoy doing so.”
I agree with these statements. I think that we can listen to marketing professionals take on this matter because we are all living through this. I do think that this will still be afecting us 5 years down the line and that is something that more than Gen Z will have to deal with. All of us will have to work together, like we have through this battle, to overcome the lasting affects it will surely have on us.
Gracie Geist
Sophomore
Overall, I believe everyone’s lifestyle has changed an enormous amount. People are stuck at home and unable to see their families. Everyone must follow social distancing procedures and take COVID precautions such as wearing masks and taking temperatures daily. Personally, I think COVID has affected me the most in my education. I learn best by doing and being in person. The online platform makes it difficult for me to focus. For example, I would often work on other homework, watch Tik Tok or lay in bed. If I was to be participating in class in person, I definitely would be more attentive because I am not hiding behind a screen. COVID has also changed my family and work life. I haven’t seen my grandpa since last Christmas, and I even had to take a bus to a different city instead of going home for the semester because my family and friends all tested positive. Now I wish I would have appreciated summer nights playing volleyball with my friends, or just hanging out at the Kappa house or in Olmsted Starbucks.
I think my behavior as a consumer has changed a lot this year. Not only do I have more information about consumer behaviors because of taking JMC 113, COVID has made me realize how important it is to take consumer behavior into account. As a consumer myself, I have done a lot of online shopping, takeout food or just surfing the web when I’m bored. I have had a lot of time on my hands. Another thing that has changed the most about me as a consumer is the ads that pop up on my social media. I think with a lot of free time, I have been able to see what products are available through social media and internet media because of pop-up ads. I know for a fact that I have never been the type of person to online shop. Even now, I have the idea to go shopping in person for a new sweatshirt, and I think to myself, “Oh, I have to wear a mask and walk around a mall with a bunch of people. Instead I should just order something online.” However, I don’t enjoy online shopping as much as I do shopping in stores. I like to know what the product looks like in person before I buy it and if I will like it. I believe a lot of consumers are like this, however, the pandemic has definitely caused a substantial increase in internet browsers and online media usage in consumers. As a consumer, I also have noticed that I gradually have more time for television. However, most of the shows I watch are on streaming networks. Most of the time, Hulu and Lifetime have ads where commercials would normally be, but Netflix and Disney+ are ad free. Most consumers like to avoid ads in general, but this could be a great place for new marketing content due losing money from outdoor media, newspaper media, magazine media, and others that a lot of agencies normally rely on.
As said before, I think the pandemic will have a large impact on the media industry in the future. I believe that COVID has caused a lot of people to rely heavily on digital and virtual platforms for everything: online classes, remote jobs, shopping on the web, ordering food to your front door, etc. I think a lot of brands and companies have had to reimagine their advertising strategies throughout the pandemic and maybe even their products. What they normally would expect has completely changed. In general, I predict that after the pandemic slows down a bit, there will be a good amount of society that “returns to normal life,” as one would say. This would include going to work, shopping for groceries on a Saturday and even doing simple things like going to a movie, and not wearing a mask. However, I think that the pandemic has also changed a lot of lifestyles for people. A lot of our population isn’t used to going out into public anymore for anything. They have made a lifestyle on the computer for the last ten months and it seems to be working. Why change it? I definitely believe there will be a large portion of the population who are also too scared to go out in public with the fear that COVID is still out there. It could honestly go other way. However, my general prediction is that media marketing will be changing to mostly online and social medias. For the past ten months, people have developed habits of doing a lot of things on their phone. Generation Z is constantly on their phones anyway, COVID aside. I think a lot of marketing can be done virtually and companies could be saving a lot of ad dollars on outdoor media, magazine media and newspaper media to contribute it to other more successful options. According to Kantar’s Media Trends & Predictions that was shared in my Concepts in Consumer Awareness course, a lot of marketing professionals do believe a lot of ad purchasing will be mostly for virtual platforms in the future (Media Trends & Predictions 2020, 2020). I totally agree and think that the pandemic has shown people a lot about themselves. Whether it be that they can access things a lot quicker on their phone, or they lack general appreciation of quality time spent with families, consumers values, behaviors and lifestyles have definitely changed throughout the pandemic.
Taryn Ripple
Junior
One glaringly obvious way my lifestyle has changed over the course of this year is the fact that I do almost everything online now. Not that I wasn’t already glued to my phone and laptop before the pandemic, but over the last several months it has really been taken to another level. In my defense, this is largely because all my schoolwork has become an entirely digital endeavor; subsequently, pretty much my whole life has become an online ordeal.
I’d like to think I’ve learned to appreciate the smaller things in life a bit more since the onset of the coronavirus pandemic. I miss being able to spend time with my friends and family in a face to face sense rather than just over a FaceTime or a Zoom call, and not having to worry about spreading a potentially harmful virus to my loved ones when I do see them.
I also think I’ve developed a bit more refined sense of awareness of others’ presence around me. The term “personal space” has taken on a whole new meaning, a more defined and acute one at that. As I mentioned before in one of my previous Campus Reboot prompts, I would say that my roommates and I do an acceptable job of this whole social distancing thing: “..[My roommates and I] mostly stick to our social ‘bubble’ and wear masks when we are with people who are not in this group.” I’ve also written about myself and my own thoughts on safety on a more personal level:” I’ve grown used to grabbing my mask before I leave the apartment, to keeping the predetermined distance of six feet from others.”
I decided to look over some of the responses from students at McPherson College in Kansas since it struck me as a little bit similar to Drake: a smaller university in the Midwest region. I definitely saw a ton of similarities between the McPherson students’ thoughts and my own; lots of discussion of the shift in their college experiences and how there is a completely new “normal” standard for our day to day activities. One particular quote from this section caught my eye, as the writer chose to highlight the more positive aspects of living through the 2020 pandemic as opposed to all the negatives. “As cool and scary as it is to be a part of this pandemic, I get to learn how to stay healthy, do my best in school, and move up the ladder of importance in my job,” she writes. I thought this was a really interesting and refreshingly optimistic take on the whole thing.
In terms of consumerism, the main change I have noticed in my own behavior is that I have partaken in a lot more online shopping. I certainly had purchased things online before the pandemic, but the temptation has become much stronger and more difficult to resist over the past several months. I don’t know if this is due to an increase in exposure to online shopping and vendors or a desire to shop from the comfort of my home or possibly a bit of both, but I’ve definitely done more digital shopping as of late.
Factors like values, lifestyle, and behavior are important to consider in almost any attempt to understand human reasoning. Considering the field of advertising, the biggest consumer trend that comes to my mind (especially in the context of the year 2020) is the idea of accessibility and convenience. It seems that nearly every service and product imaginable has become available to be shipped directly to consumers’ homes in an age where people are discouraged from leaving their places of residence. Even if an effective vaccine is developed and the whole COVID-19 pandemic clears up eventually, I really don’t think this particular trend is ever going to die down or fade from consumers’ minds. Now that we’ve had a taste of the ultimate convenience of delivery services, it seems unlikely to me that the demand for this will ever dwindle, even after the “need” for it goes away.
I did some research and another consumer trend that experts are discussing for the present and the near future is sustainability in products. What with global warming and climate change on the rise, consumers and activists are putting the pressure on corporations and businesses to go green. I’d like to say that this particular trend isn’t going anywhere; our planet’s shifting climate certainly isn’t, so it would be in our best interest to continue the sentiment of environmentalism. At the very least I hope this trend sticks around for the foreseeable future.
Overall, I think it has been eye opening to observe and consider the behaviors of consumers in the modern climate of our world. It’s impossible to say how our economy of buyers and sellers will be impacted by the pandemic, but it’s certainly quite a fascinating and provocative thing to think about.
Tabatha Hill
Senior
To answer the question of “how has my personal values and lifestyle changed?” They haven’t changed except that once in while I have to wear a mask to go into a store. I still go to stores, shopping malls, and restaurants as if nothing has changed. I still continue to live my life as I would even if coronavirus hadn’t showed up. I still think this whole going online for everything is ridicules.
The next is “how has your behavior as a consumer changed?” it really hasn’t changed expect that somethings I’m being forced to buy online because either the store is closed down for a period of time or because the store can’t get or keep the item in stock.
As for the third question “how do you think changes in values, lifestyles and behavior will impact consumers down the road…say, in 5 years?” I think if people stay the way they are now then most if not all shopping for just about everything will be online. Which is wrong because not everyone has a computer, tablet, or a smart phone. Therefore, not everyone wants nor likes to shop online. Plus, some things aren’t really meant for online shopping. For example, shoes or clothes. Not everyone has a good return policy and most people don’t want to have to pay double shipping to get and return an item.
Another impact or trend I see is that I think cash is going to be useless since everyone will want credit or debit cards. But again, not everyone wants a card. Some people still prefer to have cash that they can see and touch. As for reading about treads from marketing professional I think they could be wrong as nothing is set in stone. In a year or 6 months this whole virus could just blow over and people might just go back to buying like this use to. They also might just do it more consciously. As for the professionals being out of touch with Gen Z that in my opinion will depend on how that generation acts and what generation Alpha brings to the table.
Sydney Clifton
Senior
Throughout this semester, my journalism class at Drake University has been participating in the Campus Reboot Project. This project was instated in the midst of the Coronavirus pandemic in order to gather documented information on the state of campuses nation-wide. We were able to document our thoughts, feelings, and experiences with multiple monthly prompts through this project, and were able to reflect on how we attempted to continue our college careers through this profoundly different year. There is no doubt that this year has been difficult to say the least, but my college experience remained one of the constants that allowed me to feel like normal had not completely disappeared.
This year has presented some of the most profound challenges I have ever experienced. In December of 2019, I was well aware that this year was going to be hectic, as I was in the middle of planning my wedding for May. I had also registered for a semester of eighteen credit hours having just changed my major. But then, we were thrown into more uncharted territory with the Coronavirus. I had never experienced planning a wedding, had never experienced the stress of changing my major, and also had never experienced the medical world not having research or adequate treatment for illnesses similar to the flu. Attempting to deal with all of these items and succeed in accomplishing all was innately draining. Through the crazy second semester of my junior year and the beginning of my senior year, I have been diagnosed with adrenal fatigue. This diagnosis has greatly changed the lifestyle I used to live and the values I once held true. In what seems like another life, I would be consistently on the go. There would be nothing that would stop me-I was constantly overachieving, doing homework and projects all hours of the day and night, only stopping to rest for four to six hours per night. I did not stop to deal with any health issues I have been dealing with since the last year of high school as I simply “did not have time.” Or at least that is what I told myself. I was the constant emotional support for my family since I lived at home, and was the only thing keeping my family from falling apart from stress.
Now, my lifestyle is solely pajama based with multiple naps a week, and the least stress that I can manage while still having to go to classes. I am constantly exhausted which is difficult to complete schoolwork, let alone make money and complete tasks around the house. However, I believe this experience will change my life for the better for the future. It has already allowed me to evaluate what kind of lifestyle I need to lead in order to pay attention to my body and actually enjoy living in the moment.
In addition to this, my consumer lifestyle has also changed. After doing extensive research on my diagnosis, I realized that I had to change my diet dramatically. Since then, I have been ordering groceries through various online whole food markets that either deliver or provide curbside pick up services. Ordering groceries has also become a more frequent event, as going out to restaurants is no longer safe. In addition to groceries, I have found use in shopping for necessities and fun findings on the Amazon website. This has allowed me to keep up with things I need, while not having to go anywhere to shop.
Down the road, I believe that everything will have changed because of this pandemic. Or, at least, I am hoping that everything will have changed. Most everything will probably be online-focused given that we have seemed to jumped ahead many years in technological advancement just this year. Grocery stores will not be the same-the need for cashiers will most likely be obsolete and checkouts will be focused on self check out stations. I also think that textbooks will no longer be in use and all will be online. College will open up many possibilities, and a lot of colleges will offer entirely online degrees. Most colleges already offer this type of education, but I have a feeling that there will be many more available in the next five years. My hopes for the future are that we will live a slower existence, taking time to enjoy the life around us instead of aiming solely for overachievement and a “who is the most exhausted from stress” kind of mentality.
Throughout this semester, my journalism class at Drake University has been participating in the Campus Reboot Project. This project was instated in the midst of the Coronavirus pandemic in order to gather documented information on the state of campuses nation-wide. We were able to document our thoughts, feelings, and experiences with multiple monthly prompts through this project, and were able to reflect on how we attempted to continue our college careers through this profoundly different year. There is no doubt that this year has been difficult to say the least, but my college experience remained one of the constants that allowed me to feel like normal had not completely disappeared.
This year has presented some of the most profound challenges I have ever experienced. In December of 2019, I was well aware that this year was going to be hectic, as I was in the middle of planning my wedding for May. I had also registered for a semester of eighteen credit hours having just changed my major. But then, we were thrown into more uncharted territory with the Coronavirus. I had never experienced planning a wedding, had never experienced the stress of changing my major, and also had never experienced the medical world not having research or adequate treatment for illnesses similar to the flu. Attempting to deal with all of these items and succeed in accomplishing all was innately draining. Through the crazy second semester of my junior year and the beginning of my senior year, I have been diagnosed with adrenal fatigue. This diagnosis has greatly changed the lifestyle I used to live and the values I once held true. In what seems like another life, I would be consistently on the go. There would be nothing that would stop me-I was constantly overachieving, doing homework and projects all hours of the day and night, only stopping to rest for four to six hours per night. I did not stop to deal with any health issues I have been dealing with since the last year of high school as I simply “did not have time.” Or at least that is what I told myself. I was the constant emotional support for my family since I lived at home, and was the only thing keeping my family from falling apart from stress.
Now, my lifestyle is solely pajama based with multiple naps a week, and the least stress that I can manage while still having to go to classes. I am constantly exhausted which is difficult to complete schoolwork, let alone make money and complete tasks around the house. However, I believe this experience will change my life for the better for the future. It has already allowed me to evaluate what kind of lifestyle I need to lead in order to pay attention to my body and actually enjoy living in the moment.
In addition to this, my consumer lifestyle has also changed. After doing extensive research on my diagnosis, I realized that I had to change my diet dramatically. Since then, I have been ordering groceries through various online whole food markets that either deliver or provide curbside pick up services. Ordering groceries has also become a more frequent event, as going out to restaurants is no longer safe. In addition to groceries, I have found use in shopping for necessities and fun findings on the Amazon website. This has allowed me to keep up with things I need, while not having to go anywhere to shop.
Down the road, I believe that everything will have changed because of this pandemic. Or, at least, I am hoping that everything will have changed. Most everything will probably be online-focused given that we have seemed to jumped ahead many years in technological advancement just this year. Grocery stores will not be the same-the need for cashiers will most likely be obsolete and checkouts will be focused on self check out stations. I also think that textbooks will no longer be in use and all will be online. College will open up many possibilities, and a lot of colleges will offer entirely online degrees. Most colleges already offer this type of education, but I have a feeling that there will be many more available in the next five years. My hopes for the future are that we will live a slower existence, taking time to enjoy the life around us instead of aiming solely for overachievement and a “who is the most exhausted from stress” kind of mentality.