We present another collection of issues arising from the pandemic worthy of your consideration, and the attention of brands in North America and beyond: 

THIS WEEK’S EMERGING ISSUES

As we head into the summer, its upcoming long weekends and especially holidays like Canada Day, there’s a big opportunity for brands to create impact during these reimagined moments in our lives. 

Brands have an essential role making people happy 

  • The pandemic has been hard on everyone, with so many personal and societal challenges and struggles. However, we are beginning to see more conversations on how to help people bring back feelings of joy and optimism into their lives — and that’s perfect timing with summer arriving soon. 
  • Whether it’s helping people have fun conversations again, or chronicling the things that are bringing people joy, reports on the latest findings in the science of happiness (hint: variety matters), or simply local “good news” stories, we are starting to see a more widespread recognition of the need for joy and happiness.  
  • Many brands are worried about appearing too light during this time, but if you stay true to who you are, helping people rediscover their personal joys can go a long way in helping your consumers’ lives. 

What can your brand do to bring happiness to consumers? 

On the topic of joyful things… The era of physically distanced events has begun   

  • We are seeing more examples of and stories on venues adapting to the new realities and hosting physically distant events, such as drive-in movies and drive-in concerts across Canada.
  • Drive-in concerts aren’t new, but they are coming back, Country star Keith Urban played a drive-in theater in Tennessee last week with scaled back production and crew, but he said that he thinks the concert industry in the near future will pivot to a drive-in style, but with larger capacity. 
  • Cities continue to take advantage of a steep drop in car traffic and continue to close streets to open more room for pedestrians and cyclists. There’s even socially distant laser tag and concierge bowling.  

What value can you offer attendees of these new types of experiences?

How can you create ways for people to return to the activities they enjoy in a responsible way? 

The struggle to keep kids moving and stretching their creativity is real 

What solutions can you offer to time/energy/patience-strapped parents as they struggle to keep their kids moving and nurturing their creativity? 

Can you reimagine your product portfolio or service offering to provide support?  

Stepping Up

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