Covid-19 saw almost the entire world in lockdown, with families forced to change their behaviour and adapt to a new lifestyle. Swapping heels for slippers and pack-and-go snacks for home cooked family meals, life was stripped back to basics. People’s homes became their sanctuary like never before, old school activities became the hottest entertainment since colour tv, hygiene practices were the new black and all of a sudden, everyone was practising new – and mostly old school- recipes. The consumer changed right before our eyes.
It served a huge opportunity for brands that could play a role in this new found dialogue. And a massive obstacle for those who could not. The lesson for both was about how important it is to know what your customer wants, cares about and values. As this is where she will invest time or money in. Which brings us to 2021.
If the only constant in life is change, what’s changing and what’s staying the same?
Mumpower continuously taps into our community of 21,000 Mum Shoppers and 2,000 Mum influencers to identify the themes that were and will continue to play a central role in her life. By knowing these themes you can shape your brand strategy and your B2C communication dialogue to strengthen relationships, demonstrate your understanding of the customer and deliver to them what matters most. The end game is stronger relationships and faster conversion.
So, what does your customer care about in 2021?
1. Family, friends & togetherness
The unexpected separation from friends and families has made families develop a new found respect for quality time, togetherness and meaningful relationships. Your customer is looking for “a greater life experience”, and do more socialising and spend time with loved ones. Similarly, her children continue to be at the forefront of her life and she continues to invest in ways to protect, enjoy and shape her children’s lives.
2. Cooking & sharing meals
With a slower than usual life still happening, she is no longer pressured to deliver ‘fast, quick meal ideas’ as much as before. Mums will continue to invest in healthy cooking habits for her family. Not only making sure she is keeping her family nourished but to increase meaningful bonding time by sharing a meal around the table.
3. Self-care & nourishment
“2021 shall be named the year of self-care” is a common theme many Mums are supporting, and we couldn’t agree more! This is a trend that has been around for years, but this time, it’s different. It’s not just about face masks and massages. Your customer wants to fill her cup back up, un-wind, renew herself and do things for her. She is looking to be the best version she can be, for herself and her family. Mums learnt very quickly the huge role they play at keeping the family well and with life pressures taking it’s toll, her needs matter more than ever.
4. Slower living & mindfulness
As the pandemic hit and the world shut down, everyone across the globe was forced to slow down. No more outings with friends, no more play days, no more rushing to get the kids to school… SLOW. And this is a habit that is here to stay. Slowing down and appreciating the little things in life without the sense of constant urgency to do EVERYTHING. Mums are more connected to meaningful transactions and activities and brands that will support her in her pursuit of this ethos.
5. Health, happiness & pleasure
These sound like New Year resolutions, right? What’s happened has reminded mums how important it is to them to have good health and genuine joy in life. These things will remain an elevated priority in her life for some time.
6. Security, saving & value
Financial security is a big one this year. We’ve seen almost every second household experiencing financial setbacks, 65% of households now saving for a rainy day and 70% of Mums opting to only buy what they need. Therefore customers today are more money conscious as they know how uncertain and unpredictable life can be. Mums are looking for more value for money, to feel more confident in buying decisions.
7. Home haven
As travel plans have been put on hold and more time is spent in the house, families are opting to funnel their funds into making their home their sanctuary making it a space everyone will love.
All home maker brands grew exponentially last year and with travel still not fully flourished, home life will continue to be important to this customer.
8. Local love
Mums want to support local. In fact, a whopping, 64% of mums buying local/Aussie made regardless of prices. This has seen consumers actively seeking out brands they know are Australian made even if it is that little bit more expensive. Supporting local continues to be a topic prevalent in the media as well.
9. Purpose driven will gain more significance
And last, but most certainly not least, with 47% of consumers believing that it is important for brands to be involved in social issue and movements, more brands that act with purpose will be seen and bought by mums in a bid to celebrate social good.
These are the 9 popular consumer marketing trends to embrace in 2021. This is what matters to Mums, as told to us by Mums. Brands that understand what matters and deliver solutions to support Mums in these areas of her life will flourish.