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Ideas Strategy2021-06-28

The Global Takeaway: June 2021

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Americas: Break up to make up

Millions of people are sharing their heartbreaks on TikTok, in search of a more vulnerable and authentic conversation around personal health. You’ll find everything from motivational speeches to breakup playlists to revenge glow-ups, but some users go beyond the heartbreak discussion to document the turbulent reality of it all. 

During a time of enforced isolation, it makes sense that people are craving this community online, especially with breakup and divorce rates spiking over the past year. People are “starving for vulnerability,” which isn’t a new concept. For centuries, people have turned to literature, theatre, poetry, music, and cinema to find relief and an understanding of how other people handle heartbreak. 

From a brand standpoint, we rarely see brands activating around breakups. If they do, help or connection is either absent or misses the mark.

Signals

  • The hashtag #breakup has amassed more than 10 billion views on Tiktok (TikTok)

  • Onward, a recently launched breakup concierge service, is designed to help recently split couples move out and find self-care resources. (Bustle)

  • Some brands are tapping into data signals, specifically offered by Facebook, understanding that those who have just gone through a breakup are 25% more likely to book travel and purchase items like apparel for themselves. (Vox)

  • Burger King let consumers flame-grill memories of their exes and turn them into flame-grilled Whopper sandwiches. (The Drum)

Why it matters

There is a clear white space for brand involvement to be more than a PR stunt or sell products as a band-aid to a situation. When people go through a breakup, it’s considered a life stage transition, and there’s research to support that those going through a life stage transition are more likely to try new things. So what if breakups could be less about taking advantage of wallets and more of a moment for brands to form a new, long-term relationship with consumers?

Much like a human relationship, a brand relationship is built on three things: trust, love, and loyalty. The most integral part is ensuring that trust is rooted in empathy, which will ultimately help build a long-term customer relationship and satisfy emotional needs, rather than a quick fix or impulse purchase.

APAC: Home fitness

With the at-home reality the pandemic forced on all of us, we’ve all had to adapt to maintain a sense of normalcy. Nowhere more so than home fitness. The sportswear market is predicted to reach $231.7 billion by 2024 as the pandemic continues to accelerate the trend of at-home fitness. And brands have increasingly tapped athletic giants to revamp their marketing strategies. It could be a sign that the future of fitness remains at home as the world continues to battle the coronavirus crisis.

Signals

  • Tata Group from India is now looking to acquire health and fitness startup Curefit (Economic Times)

  • Luxury brand Hermes just released its mini program on WeChat in China to teach audiences how to use their products for better workouts. (Jing Daily)

  • Over 780 million users are engaging in online training and sports in China (CBN Data)

Why it matters

Our continued re-evaluation of our daily journeys in the “New Normal” has a direct effect on the media choices we can make. As homes continue their slow evolution to an all-in-one solution for some areas, we need to be more purposeful in how we connect with consumers throughout the course of the day. The potential of leveraging data from new at-home fitness sources and wearables could provide a more realistic look at the right moments to deliver the right message to the right audience.