Reframing lifestyle marketing for three post-pandemic ‘new normal’ scenarios

New lifestyles that emerge post-pandemic, will require consumer brands to adopt different strategies to re-engage with consumers.

As consumer goods companies look forward to a return to business normalcy as the threat of COVID-19 subsides, much uncertainty still exists as to what the “new normal” in consumer lifestyle will be. Marketing strategies, especially those pertaining to the broad category collectively known as “lifestyle goods and services”, can only be effectively formulated when company leaders are able to accurately predict the new patterns of consumer lifestyle. Indeed, several distinct lifestyle patterns may emerge, and different strategies will be needed in response to the different patterns.

This article provides a framework to help lifestyle sector leaders predict the new...

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