The Changing Shape Of A Day
Marketers spend a lot of time thinking about consumer journeys when mapping out a campaign or marketing a new product. It’s worth taking a moment then, to step back and reconsider if the image in our head of where people are and what their days look like, is entirely pre-pandemic or in line with the new reality. The narrative around our relationship with work is so focused on things like productivity or the wellbeing of downtowns, what is overlooked in how we think about the changing state of work is that the shape of a day has entirely changed across various 18-39 life stages.
Here are 3 insights to consider when it comes to where people are at, literally and emotionally, in the new reality of a work day post-pandemic:
Misinterpreting Boundaries As Entitlement, Among Gen Z: For anyone that ever called a Millennial coordinator “entitled”, consider how a culture known for historically high over achievement in their upbringing graduated then into the Great Recession, complicating expectations to say the least. And a very similar generational tension is now emerging among Gen Z and employers. A recent study reported that managers say Gen Z is “the most difficult generation to work with.” Another study gives some much needed perspective to that label, with 70% of Gen Z reportedly worried about a recession and over half (55%) saying that as a result, they consider an employer’s financial outlook and online reviews before accepting a position.
Me-Time & The Afternoon Economy: 278% more people are now playing golf at 4p, and both the Fitness and Cosmetics industries have reported a similar spike in early afternoon demand. The phenomenon is being referred to as early afternoon fun. “Life”, well beyond happy hours, is finding its way into the early afternoon routines for 20 and 30-somethings that are single with disposable income.
A Modern Family's Summer Travel: More people reportedly plan to travel this Summer than in 2022, and the average length of those trips will reportedly be longer. The #1 driver for travel this Summer has emerged as simply to “get away from home”. For the modern family, the lines are blurring between what is a vacation and what is more of a short term residence, as people increasingly work while traveling.
Each of these are creative opportunities to reinterpret a day in the life of the modern consumer 18-39, and how to think outside of the box when designing campaigns to effectively reach them.