PROSUMER BEYOND COVID-19 After the initial wave of COVID-19, it seemed, for a brief period, as if the world would stabilise. But in October, many of those who had returned to their offices found themselves back working from home, living their lives in lockdown and quarantine once more. Consequently, we chose to run a second edition of Prosumer Beyond Covid-19 (4000 people in seven markets*) to determine how coronavirus has impacted the mindsets and tensions people were experiencing throughout the pandemic. Here are the key findings. A NEW TENSION WITH TIME NEW DRIVERS OF DESIRE People are torn apart between the necessity to survivingIn light of new life constraints, a majority of prosumers present days and the desire to reinvent tomorrow’s world.have redefined the way they bring pleasure into their life. 90% - The worst thing about COVID-19 is not knowing 51%- As a result of this pandemic, I intend to: prioritise when it will end the little things that make me happy 79%- The COVID-19 crisis has made me realise we need 53%- COVID-19 has made me more inclined: to live in to get used to living in an age of pandemics the moment and not plan for the future HEIGHTENED FRAGMENTATION THE FUTURE OF BRANDS AND There is more than ever a tension between the absolute INSTITUTIONS necessity to act collectively & the inability to move forward as a society. Brands are expected to strike the perfect balance between confronting the challenges of the present and projecting a 79%- The pandemic has widened the gap between richvision of a more positive future. That is the equation. and poor countries 73%- In the future, I won’t buy brands that ignore the 59%- COVID-19 further divided us as a society (maskers vs.challenges our world is facing (e.g. the sanitary crisis, the no-maskers, vaccinated vs. anti-vaxxers, rule followers vs. ruleenvironmental crisis) flouters, adherents to science vs. conspiracy theorists) 49%- In times of crises like COVID-19, brands have a duty to make us feel confident about the future A SHIFT TO AUTHORITY MODE Most prosumers are angry that, while they are following all health and safety measures during this pandemic, other people are not. 61%- Governments should force citizens to comply with set rules during a pandemic *US, UK, France, China, Germany, Brazil, Italy 18