Cécile
Maury

TRENDS/INNOVATION/BRANDING

TrendBook #1 (March 2020)

(RE)ACT: Creating value in a post hyper-consumption era

With the Covid-19 crisis, we have experienced lockdowns, discovered 'essential and non-essentials' goods and our life has been turned upside-down. Has the crisis also reshaped our consumption habits?

It certainly has but it is still too early to confirm whether its impact will be a long-lasting, positive one. In an optimistic scenario, this crisis would be an opportunity to thoroughly review our consumption model and redesign it. It would result in more meaningful and more respectful models in which customers would not just passively buy stuff but would also contribute to value creation.

The objective of this report is to explore 3 possible directions – buy better, buy less, buy differently – illustrated with a series of international examples that renew and rethink brand-customer relationships.

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