Re-CHANNELING IN THE ‘NEW NORMAL’
Well into this pandemic, my sister took it upon herself to do something that she hadn’t before in the 15+ years that she has lived in her home in Fairfax, Virginia. She planned, designed, and created an incredible backyard oasis – gardens, two patios, a Japanese rock garden with a water feature, and even a living wall filled with herbs for cooking. It took a tremendous amount of time, effort, and money – but now that it’s complete, it’s gorgeous, and has given her hours of pleasure and a sense of pride.
On the surface, one might say that she has simply used her free time more effectively during this lockdown period. However, that is only part of the story. More than that, she has re-channeled her energies that she had used pre-pandemic on ‘me-time’ activities like going to the gym or spa/beauty towards ‘me time’ gardening activities, and added an extra dose of achievement from learning new skills.
Re-CHANNELING CONSUMER INSIGHTS
Consumer needs haven’t changed in 2020. However, the ways in which people look to satisfy those needs has changed greatly; occasions like going out for brunch, enjoying music or theater out, traveling to see friends or experience new culture, or even taking a little ‘me time’ to soothe the body and soul at a spa are no longer a seemingly safe option. Even less-fun occasions like commuting, business travel, or taking kids to their many sports or social adventures are no longer an everyday occurrence. The world has shifted.
Consumers maintain the same deeper, emotional insights that drove these behaviors and activities outlined above. But given the restrictive lifestyles that we face every day, they have to find new ways to satisfy their functional and emotional insights.
Re-channeling consumer insights describes the new activities, behaviors, and occasions that consumers act on to satisfy their unmet needs – pivoting away from their pre-pandemic ways. They still have a need to fit in, to have a sense of self-worth, or to feel good about their place in this world. Or, in the words of the old SNL character, Stuart Smalley ….people still just want to feel ‘good enough, smart enough, and dog-gone it…that people like them’!
Ultimately this actually means there is a great opportunity for brands to innovate in ways that support these deeper insights in the backdrop of this new normal. Consumers have shown to be receptive to innovations that require true behavior changes to solve those deeper emotional needs. Look no further than the categories that have seen success in 2020 – from online grocery shopping, and online auto sales, to at-home ‘professional gyms’, and plant-based meat alternatives.
Re-CHANNELING INNOVATION PIPELINE
As a brand, you may not typically fit into the categories that you consider obvious re-channel opportunities. Don’t worry! It’s not critical. But what is key is that you think about the consumer needs that people find unmet in today’s world and address them with your pipeline. How could you develop opportunities that address those insights? It may require new products, services, or user experiences, and it definitely requires new benefits and reasons to believe for your current product or service line up.
Re-channeling your innovation pipeline simply means taking a deeper look at your new products and services and ensuring you have maximized their potential as consumers have re-channeled their insights.
Re-CONSIDERING WHAT THIS MEANS FOR YOU
There are clear winners and losers in this ‘new normal’. But, it’s critical that you take a moment to consider where your future stands. Are you currently hoping for things to go back to pre-pandemic times? Are you relying on your current pipeline, developed in 2018, to give you the boost you need? If so, then there are some tough times that lie ahead. Instead - Pivot. Re-channel. And be prepared for your brand’s ‘new normal’.
Ask yourself the following three questions:
1. Can I directly underpin my pipeline with relevant emotional insights for this new normal? in other words, don’t think function-only within the traditional consumer occasions of the past. Rather, consider your consumers’ deeper unmet needs, and examine how they might behave in the new normal to solve for them. How could your pipeline be better positioned to solve for those re-channeled, emotional insights? For example, Peloton has shifted their message and pipeline of products and classes from elite and difficult (remember the Xmas ad with the super-thin wife?) to that of helping anyone build their best physical, mental, and emotional self – whether you cycle or not. And their innovation pipeline of classes and moderately-priced equipment reflects that shift.
2. Are there ways to elevate my existing pipeline with new, at-home experiences? As professional services are not easily accessible today, consumers are finding ways to provide themselves versions of those services at home. So, develop personal or familial rituals to augment your product or service and create a meaningful point of difference. For example, while the country was on lockdown and parties were canceled, Krispy Kreme offered a free service of decorating donuts for students’ virtual graduation parties – helping graduates feel a little more special when enjoying their personalized donuts.
3. Is this an opportunity to provide simple ways for consumers to ‘skill-up’? Learning new skills and building knowledge is particularly meaningful in this new normal. Sharing new bits of how or why things work is real currency when building virtual relationships with friends and family. And it provides consumers a sense of pride and positivity. Remember, they don’t need to become experts, but small bytes of knowledge can help consumers want to align with your brand. For example, looking at trends of YouTube, DIY videos for topics as simple as “Pantry Pasta 4 ways” has garnered 3.4 MM views – quick and easy tutorials like this have exploded over the last few months.
While the market may seem difficult to navigate in this ‘new normal’, remember that there is a world of opportunity out there. Don’t be afraid to pivot, re-channel, and re-capture the consumer’s share of heart and mind.
Interested in learning more about re-channeling innovation pipelines? Jennifer Sagawa is founder of J Sagawa LLC, an Innovation consultancy. jennifersagawa@gmail.com
