Silvabrand | The Newer Normal
Silva Brand

The Newer Normal

May 02, 2022 | by Team Silva
3 min

As life without masks and social distancing seems possible again, brands must still innovate and adjust to a newer normal if they want to stay competitive. Of course, consumers are eager to enjoy the in-person activities they put on hold during the pandemic, but COVID-19 left them with lingering concerns and expectations, which continue to influence how they respond to certain industries. A March 2022 survey done by Morning Consult found that “3 in 10 U.S. adults say they’re uncomfortable” eating in a restaurant, shopping in a mall, and going on vacation.

However, it also reported that “high consumer discomfort isn’t necessarily a death sentence” for pastimes that were more commonplace before 2020. Instead, brands that once depended on in-person engagement can keep evolving and adapting to meet the public’s needs on which the pandemic left an indelible mark. Texas-based festival South by Southwest (SXSW) and UK-based ferry operator Wightlink are two brands that have found ways to speak to the segment of the population that wants to re-immerse itself in popular activities while still wary of COVID-19 exposure.

Live events, such as concerts and festivals, are reinventing themselves to accommodate fans who are both open to going back to brick-and-mortar destinations and those who prefer participating virtually. For instance, although it reintroduced in-person programs for the first time in two years, this March’s SXSW festival and its corporate sponsors used multiple apps to reach people who weren’t ready to join the crowd. “SXSW is one of the world’s premier events showcasing music, film, and interactive media,” writes Visit Austin. “SXSW 2022 [was] also a hybrid event with an online component.”

The Expo app was one hybrid feature that allowed users to interact remotely with the brands exhibited at SXSW’s venues. “On the SXSW Expo app, get to know the 2022 exhibitors by viewing company and product information at their digital booth,” SXSW’s website says. The app also enabled users to “start conversations with companies and representatives using the Chat feature” and arrange video meetings with exhibitors.

At the same time, SXSW’s sponsors catered to in-person festivalgoers with cool experiential marketing. According to Event Marketer, the chip giant Cheetos built a house at the event that put robotic vacuums and self-driving cars on display, proving that the orange dust Cheetos snackers get on their fingers doesn’t have to interfere with their day-to-day lives.

The tourism industry has also had to consider how it can accommodate consumers who are hesitant to fully engage in leisure activities that are now making a comeback. Although taking an extended vacation to an exotic destination might appeal to those who have wanderlust after two years of on-and-off sheltering in place, some of the public remain nervous about traveling due to the logistical challenges and health risks that COVID-19 still poses.

And so, a UK-based travel association is capitalizing on the close-to-home, yet fulfilling, excursions that its companies offer customers. Its website says that “Discover Ferries is an industry body representing 13 ferry operators in the UK, Ireland, and the British Islands operating more than 80 routes.” As Marketing Week reports, “[W]ith consumers still retaining some uncertainty about restrictions on long-haul destinations, Abby Penlington, director of Discover Ferries, anticipates a growing demand for short-haul destinations.”

Accordingly, a member operator, called Wightlink, provides service to the Isle of Wight, which Discover Ferries’ website promotes as being “located just 22 minutes from the mainland.” And it adds that “after a short crossing you’ll feel a million miles away from the stresses of everyday life.”

The idea of taking in new sights without traveling far afield has grown in popularity since the beginning of the pandemic. This kind of trip is called a “staycation,” which is “when you take a vacation relatively close to your home,” according to Worldpackers. “Yet, you are still venturing out to a new place that you haven’t really been to.” Due to how contagious COVID-19 is, going on vacation without getting on a plane provides travelers with a way to enjoy new experiences without jeopardizing their health or the health of others. The concept has caught on. Recently, the Nottingham Post said that a “study conducted by holidaycottages.co.uk, found that 38 percent of those polled would rather visit more UK places in their lifetime than abroad, with 43 percent saying they’d like to visit more home locations.”

South by Southwest and Wightlink shows how brands can navigate a quickly changing consumer landscape, a skill that will be invaluable in the post-COVID-19 world. As Inc. explains, “brands that have survived the past two years did so through great agility and perseverance, shifting with the tides while making game-time decisions. While it would be nice to finally relax, pause and reflect, it is quite likely that this reactionary mode is here to stay at least for the foreseeable future.”