2020 turned reality on its head and it looks like 2021 isn't straying from the unprecedented path. So we've built a framework to help brands prepare for the coming year.
At the moment, everyone is trying to ‘make sense’ of a rapidly changing world. Caught in a battle to define multiple normals, Sensemakers are reframing the world to suit their personal values. People are looking for different sorts of external inspiration to build their own reality. The challenge for brands is how to reach people in these contradictory headspaces – some people want everything to feel familiar, whilst others want everything to feel different.
This framework introduces you to four mindsets segmented from the 2021 Expert Outlook insights - Nesters, Drifters, Seekers and Challengers - and explains why it's important for the year ahead. The tool is designed to help strategists and planners rethink their audience approach in line with people's varying emotional responses to the pandemic.
