ANALYSIS
21
Rescue Mums Unlike previous recessions, the current economic downturn has hit women significantly harder than men. It is not just that women have been more likely to lose their jobs, high numbers of mums have actively sacrificed their career progress to look after their families over the pandemic. This sacrifice will impact mums’ lives for years to come - financially and in their careers. To handle this new life of being mum
24/7, many have turned to screens to both escape into ‘small moments of me’ but also to entertain and educate their children. The mobile phone has become playground and schoolroom. This has created a tension for many mums - the need to balance their other roles, with the guilt of increased screen time for their kids. However screens have also provided mums with new ways to hang out with their kids - in virtual worlds and games: ■ 72% of mums between 18-34 and 66% of mums between 35-44 have sacrificed their career progress to look after their children during COVID ■ 67% of mums agree “compared to my partner/spouse I’ve taken more of the burden looking after kids during lockdown”
■ Although 62% of mums feel guilty because of the additional screen time their children have had during COVID… ■ 59% say they have been gaming more to spend time with their kids One example was revealed as part of the report
of how mums across the world are using any free time to get some escapism or learn new skills: “I’ve started watching TikTok videos -that’s a new thing… I like watching the cooking videos, the dance ones and makeup ones” Orit, early 40s, USA. Brands need to consider:
■ How you can speak to mums and the roles they’ve played (and will continue to play) during this crisis ■ Help mums find new, small, moments of ‘me time’ ■ Help reduce the guilt some mums may be feeling about how they have had to balance their responsibilities during the crisis.
Smash the Wellness Industry Though the start of the crisis was marked by overindulgence and a decreasing focus on wellness, more recently people have rebounded back to refocusing on their physical and mental health.
However, the lens of a real global health crisis means that people’s attitudes and approach to how to do this has shifted. There is a refocus on fitness versus beauty. And many are prioritising the simple things they can do to get and stay healthy versus the latest fads. This means an acceleration of a trend that
was already underway before the crisis: the growing feeling that large parts of the wellness industry play on creating the feeling that we are never doing enough, that our best is not good enough. In fact, the majority of people feel that the wellbeing industry capitalises on people’s insecurities, and that it exists only to make money. This has broad implications for brands that
play in the wellness space. It means simplicity over faddishness, sincerity over selling, and helpfulness over guilt. ■ 77% agree that the wellbeing industry often capitalises on people’s insecurities ■ 79% opt for simple solutions to looking after themselves over new wellbeing trends ■ 36% of people are staying sane through “small moments of ‘me’ time everyday”
Conclusion 2020 has generated a host of challenges for marketers: rapidly modified strategies, slashed budgets and survival-focused business goals. But they have also created unique ways to connect with people, and customers who would not typically engage with their brand are willing to listen. Huge opportunity lies in the months ahead. Brands that stick to their ‘business as usual’ marketing strategies risk missing key target markets and passing up an important opportunity to emerge from the pandemic with a stronger, more engaged customer base. Customers are seeing through hyper-curated
content from influencers, in favour of more attainable personal care fixes that allow them to feel good about themselves. By tapping into a new found sense of self-resilience and self-reliance, personal care brands have an opportunity to access a customer who is excited to try a new look at home, making the most of online shopping and buying into brands which allow them to explore their identities in the safety and comfort of their homes.
www.personalcaremagazine.com
PC January 2021 PERSONAL CARE
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