Covid is here to stay, in regard to consumer behaviour, that is.

As much as we wish it never happened, the pandemic majorly altered how we think about spending, where we spend and why.

And some of these changes aren’t going anywhere, any time soon. Five years later, brands can finally analyse these changes to better understand the long-term effects on consumer behaviours and attitudes.

In today's newsletter:

• Are you still marketing to pre-pandemic customers? (find out what changes to be aware of!)

• Everybody has outfit struggles from time to time (Zalando says it’s the balm)

• Trend plug - For all the pet owners out there

• Ask the Editor - How do I grow in this industry without a degree!?

- Charlotte, Editor ♡

Alright look. I don’t want to talk about the pandemic as much as you don’t want to hear about it.

In my head it’s basically: been there, done that, blocked it out, moving on.

Unfortunately, so I’ve been told, that’s not how the world works. Apparently huge global and cultural phenomena have lasting effects or whatever. Eye rolls into another dimension.

If there’s one thing we can be certain about, it’s that our behaviours were significantly changed by the COVID-19 era.

The pandemic created an inflection point, changing the way we prioritised our spending, what goods we buy, and what our needs are.

Because let’s be real. The world after Coronavirus became a very different place. The big repercussions for globalisation, urbanisation, and foreign trade will take years — if not decades — to unfold. But in the meantime, brands can focus on better understanding the effects on consumer psychology and behaviour.

Now four years on, we can look at the behaviours we still exhibit from that time, and what’s likely to stick.

[Keep reading]

-Sophie, Writer

Zalando Finally Answers the Age-Old Question, ‘What Do I Wear?’

The fashion girlies and boys get it – picking something to wear is not always an easy decision.

We also know the power of a good outfit – and the crushing weight of a bad one.

Each occasion calls for something different. The options are limitless. The pressure, insurmountable.

“What do I wear?” is an age-old question. And it's one I ask myself AT LEAST 4 times a week.

That question also happens to be the central theme for Zalando’s AW24 campaign. Through the campaign, the brand hopes to inspire people to embrace their uniqueness through their wardrobe choices.

Based on the everyday setting of the metro station, the campaign features six films. Each film addresses the universal daily dilemma of what to wear.

And it's a theme that resonates with us all, regardless of age, location, gender or background. Zalando showcases this commonality through its lush, star-studded casting.

[Keep reading]

-Sophie, Writer

Trend Plug - This One’s For All The Pet Owners

This trend is courtesy of the presidential debate that took place this week.

We all knew 'iconic' lines would be uttered on this day. And of course, Trump took the cake. The former president went on a tangent when quizzed about immigrants, claiming some were abducting and eating local animals. His now -infamous line goes ‘ They're eating the dogs, the people that came in, they're eating the cats. They're eating the pets of the people.’😲

The sound, which has garnered over 50k videos in just under 24 hours, has pet owners rubbing their hands. Tiktokers are mostly using this sound to show their concerned pets, it's a really funny pairing with the audio. Examples are this and this.

How to jump on this trend:

If you have a pet, then simply hit this sound, and film your pet, that's literally it. If you don't however, below are some ways you can use the sound to your advantage.

Some ideas to get you started:

• When you overhear the task you're about to be given

• The reason I put my headphones at work

• The way this HAS to be AI

-Abdel, Social Media Coordinator

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Ask the Editor

Q- I don't have a degree in social media marketing so I'm just learning on the job. What's the fastest way for me to grow in this industry? - Kate

Hey Kate!

I've got a few ideas for you. First of all, I wouldn't worry about the fact that you don't have a degree in the industry! Many people on our team have learned by doing, and especially when it comes to social media, there's so much you have to learn through experience.

One of the best ways you can learn is to work on building your own brand on social media. Experiment with creating different types of content, noticing what does well and what doesn't. Look at your data and use it to continuosly improve your contet.

My second piece of advice is to spend intentional time on social media. As tempting as it is to just doom scroll, that's not how you learn what's working on a platform. So when you're on a platform, actually pay attention to what you pay attention to.

Question why a piece of content works or doesn't work. Look at what kind of hooks stop your scroll. The more time you spend on a platform with the intention to learn about what works, the faster you'll understand what kind of content to create for that space.

- Charlotte, Editor ♡

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