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In 2020, just two years after hemp-derived cannabinoids were federally legalized, U.S. CBD sales reached $4.6 billion. There’s every indication this will continue, with previous projections estimating anything between $15-$20 billion by the end of 2025.

New businesses are popping up as a result, their shelves stocked with CBD oils, vaping tools, and edible treats intent on grabbing a slice of this fast-growing market. For non-CBD brands there are plenty of opportunities to get involved, but many – quite understandably – have questions about the viability of a trend that’s yet to prove its full potential.

Looking briefly at fundamental changes in legislation, we use data from multiple surveys, including our new Core Plus study that digs deep in four key European markets, to show how the future’s bright for CBD, and how the commercial opportunities are far more varied than you might think.

Scientific research and financial opportunities have paved the way for CBD legislation.

To be clear, when we talk about CBD, we’re not referring to THC (the chemical in Cannabis that gets its users high). There are plenty of similarities: they’re derived from the same part of the same plant and even share the same molecular structure, but it’s CBD’s lack of the same psychoactive effects found in THC that makes it distinct.

As a result, scientific research into the benefits of CBD – not to mention the undeniably lucrative opportunity these products offer – is changing how both governments and general consumers perceive them.

Despite progress, there’s still work to be done. Writing for Forbes, Mike Sill (CEO of CBD brand Sunday Scaries) remarks how “CBD companies still have problems obtaining capital from banks and other financial services institutions.” Marketing CBD as a safe and effective substance in the U.S. is still limited by how the FDA classifies it, and there is already proposed legislation to address this. 

Whatever the outcome, consumers have had plenty of time to learn about the benefits of CBD, and the floodgates are open for brands to get involved.

Consumers are waking up to the health benefits of CBD.

The jury’s still out on whether CBD is the miracle cure-all some claim it to be but if our data is anything to go by, it’s clear that consumers are well aware of its potential. In 4 European markets, just under half of CBD users say they use it regularly or every single day.

It’s not hard to see why consumers are enthusiastic. After all, studies into CBD suggest the substance can improve everything from sleep patterns and skin conditions, to minor ailments and mental health issues.

This comes at a time where consumers are increasingly enthusiastic about health and wellness in general.

We’ve been tracking this since the pandemic began; frequent exercise, alternative diets, and meditation apps are all on the up worldwide. 

As a result, there’s been a noticeable shift toward alternative medicines/treatments too.

The number of U.S. consumers who use branded or generic drugs to treat minor ailments remains stable, while our data shows a distinct rise in the use of alternate remedies, herbal treatments, or vitamins and supplements – up 13% since Q2 2020.

It’s the same elsewhere in the world, with a 7% increase in the number of consumers who say they seek out alternative medicines and therapies in the same timeframe.

That’s not to say audiences have pivoted from using traditional medicine.

But it’s worth noting that increasing health-consciousness is paving the way for new treatments – CBD included.

After the onset of the pandemic in March 2020, for example, search results for CBD on Google Trends rose quickly after a brief slump. It seems that in a time of crisis, consumers were likely checking out new ways to cope.

As emphasis on physical and mental health grows, marketing CBD products will rely on both hard evidence of its proven health benefits, and positive anecdotal feedback of those who use it. Many already swear by CBD but it’s important to keep consumers informed when it comes to new medical products.

Steady consumer uptake signals growth to come.

As the legal confusion surrounding CBD changes, consumer understanding promotes greater use and awareness of these products – and their benefits.

Over 1 in 10 Americans aged 21+ use CBD products. This is a young market, where awareness is relatively low and new businesses continue to pop up fast. 

As CBD becomes more accessible – and more profitable – consumer uptake won’t be far behind.

However, brands interested in CBD need to act fast if they’re to ride the trend and seize the opportunity before the market becomes saturated.

The situation is similar in Europe; just 6% of consumers in France, Germany, Spain, and the UK currently use CBD products. While they face similar regulatory hurdles to those in the U.S., progress is bearing fruit in new and exciting ways – like permitting the sale of CBD cosmetics inside the EU.

There’s even a potential benefit to these regulations, at least in markets where neighboring countries restrict CBD access. Using cannabis tourism as an example – where consumers routinely travel abroad to try it where it’s legal to do – tourist boards should consider the potential benefit legalized CBD could have in the same way.

Ultimately, further relaxation of CBD laws will not only encourage faster uptake but drum up interest from businesses too.

CBD bolsters an impressive portfolio.

CBD companies already offer a pretty wide range of products. This diversity will only increase as research brings to light the benefits of CBD.

CBD’s versatility gives it a unique advantage over other forms of treatment, with the many easily accessible ways to ingest it creating a broader playing field for brands to compete in. It’s this that enabled Kraft Heinz and Nestlé to venture into the CBD market.

Among CBD users in France, Germany, Spain, and the UK, oils are the most popular method of consumption by some margin, scoring nearly double the second-leading method of edibles.

Consumers don’t have to consume the oil directly; many recipe sites and message boards explain how to cook with it.

Brands in the food and beverage sector are already taking note of this, rolling out trial products into UK supermarket chains. As more brands get involved, expect figures for edibles and CBD-infused drinks to rise.

At the same time, there are simpler options to consider. The availability of CBD in pill form may appeal to newcomers who are unsure about recommended doses, or just prefer a more straightforward means of ingestion.

Another important avenue is vaping; brands in this sector already know the popularity of CBD vapes, with recent studies showing promising results for using the substance to help quit smoking.

Not only does our research show that vaping in the UK is catching up on tobacco smoking (16% vs. 21%) but 61% of smokers, in 4 European markets, intend on quitting/cutting back on smoking in the next 6 months. 

Take the already gargantuan vaping market into consideration, and this looks like an enticing prospect for relevant businesses. Throw in the health-consciousness movement and ongoing anti-smoking campaigns, and this is a prime opportunity for CBD to grow.

Lastly there’s the subject of mental health and the market surrounding wellness products sometimes dubbed the “anxiety economy”.

CBD has long been touted as a groundbreaking treatment for mental health – particularly at a time where more people seek alternative medicines.

Studies into the accuracy of these statements are ongoing, with some reported success, but CBD’s reputation alone has given it a boost. In our data, U.S. respondents with conditions like depression or anxiety are more likely to partake in CBD use, while CBD users, on the whole, typically agree it’s important to talk about mental health.

The point is that in this growing market, CBD is well-positioned to give consumers exactly what they’re crying out for.

It’s time to take an interest in CBD.

The CBD market is snowballing. Landmark legislation and financial opportunity are paving the way for the rollout of exciting new products in convenience stores across the globe.

Moreover, it’s changing the way people think about alternative treatments.

This isn’t an argument for homeopathy, but for science-backed research into new treatments that can seriously improve quality of life for millions of people.

We’re at a point where physical and mental health are more important than ever. CBD isn’t a magic cure and shouldn’t be expected to shoulder this burden alone, but increasing use in the everyday shows the positive impact these kinds of products can have. 

Whether you’re an established CBD brand or not, this is a fast-growing market with a lot to offer – and a myriad of ways to get involved.

Imagine buying a garment with a story behind it. With a quick tap or scan you could see where it was made, who made it, what it’s made of, how to look after it, and how to sell or recycle it. You could even access personalized offers or make use of convenient in-store purchasing options. 

Imagine then selling that garment on one of the many growing secondary marketplaces, fetching a respectable price because your potential buyers can prove the authenticity of that product for themselves. 

Imagine a scenario where supply chain stakeholders had the tools to take responsibility for their products long beyond the point-of-sale. It’s not difficult to imagine the benefits this would have on an industry’s sustainability credentials, or on a retailer’s ability to capitalize on the growing second-hand trend.

This can be a reality for the fashion industry, which collectively recognizes the need for innovation, but only if the sector overcomes cross-industry silos and arrives at a unified technology solution. 

At the forefront of this transformation, you’ll find Avery Dennison’s digitized triggers, cloud-based data systems, and applications that add value for all stakeholders in the supply chain. 

We’ve partnered with Avery Dennison to bring you a report using bespoke research into how technology can restart retail for the better. 

Here are some of the themes we covered.

Reimagining omni-channel retail

Fashion retailers grappling to understand a post-pandemic reality often come back to a fundamental question: what will be the balance of in-store vs. online shopping in the future?

Despite the swing toward online channels we’re all familiar with, in-store purchases in categories like clothing, shoes, and accessories (jewelry, handbags, etc.) have remained quite strong. 

Fashion buyers gravitate toward a mix of online and in-store; using one channel doesn’t lead to the exclusion of the other.

The key takeaway is that online has become more versatile and front-of-mind in its interplay with in-store shopping.

To remain relevant in this changed environment, physical retail locations need to adapt by building better links between online and offline touchpoints. 

Now is the time to reimagine omni-channel, where elements of the physical storefront connect to the online discovery, purchase, and advocacy experiences in new ways facilitated by technology.

Three-quarters of fashion shoppers want retailers to offer up more digitized solutions, with self check-out (32%), curbside pickup (26%), and mobile payment compatibility (22%) topping the list. Much of this is borne out of safety concerns or convenience, or a mixture of both. 

During the pandemic, many fashion retailers have encountered logistical challenges when reconciling fulfilment between online and in-store orders. Digital ID technologies and smart labeling of apparel and footwear are being used by innovative companies to gain greater visibility and inventory accuracy. 

Digital triggers: a turnkey solution

Whether it’s frictionless touchpoints improving the in-store experience or digital labels for consumer interaction post-purchase, technology solutions like QR codes, RFID, or NFC can add value for every stakeholder in the product’s lifecycle.

And this is not just hypothetical. The benefits brought by this technology are important drivers of in-store footfall according to fashion buyers themselves. 

Over half of global shoppers we surveyed said receiving a personalized offer on their phone that they can use in-store would increase their likelihood of visiting a physical shop. 

44% said the same thing about digital experiences in-store (such as the ability to scan a QR code for product information), and 40% said that connected/smart fitting rooms would motivate them to visit. 

Only 9% of shoppers were apathetic to these types of technology solutions, indicating the mass appeal that retailers can likely expect if they were to integrate more of these solutions into their infrastructure.

It’s actually those who plan to shop mainly online that are most receptive to technology solutions that might drive them in-store. 

The key message here is somewhat ironic; digitally-enabled store experiences might actually have the most impact among the very people who physical retailers are most at risk of losing due to the pandemic. 

Brands and retailers must meet their customers online even if they want to get them offline.

Sustainability, transparency, and circularity

Fashion buyers have high expectations of fashion brands in driving sustainability forward, and the technology behind ID solutions is equipped to meet these expectations head on. 

Demands for environmentally-conscious fashion are multi-layered, stretching from the use of sustainable materials and packaging to carbon-neutral shipping, permeating throughout the entire lifecycle of a brand’s product. 

Using intelligent labels and ID solutions, the entire footprint of a fashion item can be visible not just to companies, but to the consumers themselves. 

This level of transparency is not only necessary, but in demand. 

Fashion buyers express a strong interest in having transparency over the manufacturing and movement of their products, and it’s not just those with an established interest in sustainability who are asking for this. More than 40% in the U.S., more than 50% in Europe, and almost 70% in China say they want more information about the journey their clothes went on before they make a purchase. 

This broad recognition that digital triggers bring significant value toward greater sustainability underpins the importance for stakeholders to rally behind these solutions. It will better enable the industry as a whole to meet sustainability goals.

Currently, once a fashion item leaves the store, stakeholders in the supply chain lose visibility of that item, but still retain the responsibility in the consumer’s eyes. 

62% of people said brands and retailers themselves should be making end-of-life options accessible for their products, with 58% saying fashion brands should help consumers repair items, and 57% saying brands should help consumers resell items when they no longer want to keep them. 

Worse still, the product’s lifecycle falls far short of its potential, and the forward value and authenticity of that product is diminished. 

This means brands can’t adequately take advantage of the growing second-hand and resale market. 

41% of buyers we surveyed said they buy second-hand fashion, and one-third of people said they’ve become more inclined to do so in the last 5 years. 

Without tools to help facilitate the resale exchange smoothly, the industry leaves a huge amount of value on the table. 

End-to-end ID technologies represent a viable solution. 

They amplify value and visibility for products throughout each stage of the supply chain. Every stakeholder stands to benefit from this innovation, even those who do not have to invest directly into the technology, such as multi-brand retailers, recyclers, and consumers. 

Focusing on consumers, this innovation can deliver tangible value, through extending their usage of an item through proper care and repair, supporting them in responsibly disposing of that product, or reselling that item with assurances of authenticity.

Whether it’s product care support, recycling, repairing, or reselling, there’s ample consumer demand for brands to take an active role in enabling these latter lifecycle activities.  

Through QR codes giving consumers relevant information, or product authentication allowing for verified secondary market purchases, the future promises greater circularity once the fashion industry implements item-level digital ID technology.

This technology is already in our hands, and the potential payoff for implementing it is enormous. 

If all stakeholders across the fashion industry and supply chain get behind digital triggers and item-level ID solutions, the benefits will be felt in all corners of society, not least in corporate balance sheets. 

Wanting to highlight the disconnect between people’s reported privacy concerns and actual behaviors, Security.org added a ridiculous line to their consent form: the right to name the user’s first-born child, which 98% technically agreed to. 

And our research supports these findings. While many say they worry about privacy, few take the time to understand these policies before accepting them. 

It’s easy to see why many businesses react to regulations rather than invest in giving more power to consumers, who will often consent regardless.

But our August Zeitgeist study across 5 markets shows there are significant gains to be made when people feel clued in about their data. 

With Google ready to pull the plug on third-party cookies, companies need to do all they can to motivate customers to willingly part with their information. 

Given identifiers had their inaccuracies in the first place, this is a timely opportunity for brands to obtain richer data by helping internet users better understand their own online trail. 

The opportunity

In the past, there was less incentive for companies to put privacy at the heart of overall business strategies, due to fewer regulations and consumer concerns. 

Even today, only 10% always read privacy policies, but 7 in 10 give consent for their data to be used at least sometimes. This means many regularly give uninformed consent which, taken at face value, could downplay the need for transparency. 

Our research also shows privacy concerns declined in the wake of COVID-19, with most accepting contact tracing as a means to an end. And as fines only seem to strike the worst offenders, some might ask: why not just maintain a low profile?

The answer: privacy-protecting values are a powerful way for companies to differentiate themselves from the competition. 

Our research reinforces the commercial benefits of getting informed, consent-based data. Those who feel in control of their personal information online are more likely to read privacy policies, and generally more willing to share. 

This reveals a link between understanding consent forms, feeling empowered, and being open to other kinds of data exchanges.

Making the language in privacy policies plain and concise will inspire more to engage and reduce the desire to be anonymous online.

This will be especially important as people receive the tools to become increasingly intentional about what they share and with whom. For example, 96% of iPhone users took advantage of a new feature that asks them if they want to opt out of tracking for any downloaded apps.

Brands that start from the bottom and work their way up to gaining consent are putting themselves in a favorable position. Initially being more reserved, only asking for what’s needed to provide a worthwhile value exchange, and demonstrating its advantages is (ironically) a clearer route to fostering less reserved relationships.

Beyond encouraging data sharing, higher levels of confidence have another key benefit. They help resolve the matter of privacy quickly, so B2C interactions can move beyond negotiating transactions to building connections. 

While reliability is still a highly desired brand quality among those who feel switched-on about their data, this group stands out most for prioritizing things like authenticity. 

Among the data hesitant, being transparent about data collection and usage is fourth on their overall list of brand expectations, which is overtaken by feeling valued among the data confident. Once satisfied that their information is in good hands, the latter have more room to focus on brand communications like responsiveness to feedback and social responsibility. 

Globally, high-income, male, and millennial segments are most likely to fall into this category. And regionally, MEA and APAC have a notable lead over Europe and North America. But regardless of country or industry, the end goal is to plant the seeds and cultivate this viewpoint in order for it to spread more widely. 

The challenge

The question is: how many internet users actually feel in control of their personal data? Right now, around 1 in 4. 

We asked consumers how open they are to sharing personal data in five different scenarios, spanning from an insurance provider wanting health data to a recommendation service asking for past purchases. In each example, no more than a third said they would feel comfortable complying.

Again, men, younger consumers, and higher-income groups were more amenable to sharing in most of these contexts. This is a reminder that any particular offer will resonate differently across countries and target audiences, so each value proposition needs to be customized.

But overall, current levels of enthusiasm toward data-sharing are clearly holding B2C relationships back. 

Those who don’t always consent to sharing reference several factors when asked why. At the top of the list is protection against fraud – a figure propped up by baby boomers. 

In contrast, Gen Z’s top driver is these websites feeling invasive (38%), which indicates that different groups respond more to certain kinds of assurances. 

Older groups are disproportionately victimized by online fraud. This helps explain why boomers’ most distinct motivation for using an ad-blocker is to stop companies collecting their data, and why one of their least stand-out reasons is to protect their privacy; the focus is often on blocking attacks, not just withholding preferences. 

A lot of Apple’s marketing is about limiting the personalization of ads delivered to users and forcing any unwanted onlookers to “mind their own business”. 

Yet, fears around fraud tend to elicit emotional responses, so messaging could benefit from occasionally adopting a more sentimental, in-it-together approach to tackling this issue, like HSBC’s “Together against fraud” series. 

Beyond the fear of being scammed, it’s a lack of knowledge about how data will be used that worries people, followed by not wanting to be contacted. 

This points to a general lack of understanding about how data will be protected and shared. 

Ambiguity around what happens to this information after the fact also makes it harder for consumers to comprehend any benefits, which is another key challenge. 

A recent article sums this attitude up nicely: “…the matter is settled. Corporations have won. We’ve lost”. 

Our research shows that people generally follow this line of thinking; while a high number think data sharing benefits third-party advertisers (49%) and the organizations that ask for it (59%), just 18% say the same about users. 

So, consumers are scared of fraudsters, often don’t see benefits to sharing, and don’t understand what they’re being asked for or why it’s needed. With all these ideas floating around, it’s easy to understand why many don’t feel empowered. 

How to rewrite the privacy narrative

When it comes to building real trust, we still have a long way to go. But there are a fair few positives. 

Around half are open to sharing their data in return for clear benefits; and over 3 in 10 are neutral, which indicates that they can be won over. 

The prize lies in converting this sizable group.

Gen Zs are the most likely generation to give uninformed consent and typically have the fewest number of concerns with sharing data. In theory, it should take less work to inspire confidence in them. 

And companies don’t need to rely on simplifying privacy policies alone. Media Smart and Livity, specialists in youth culture, have created a film-based educational resource for teens. This explains how different advertising formats work and aims to help viewers understand how brands should behave on social media. 

Additional tools like videos and virtual agents that help illustrate the main points of a value exchange not only humanize data transactions but demonstrate that security is a top priority, and not just something on a brand’s to-do list.

Companies can also benefit from getting feedback from customers about the quality and perceived fairness of their privacy practices, alongside their products and services. This promises to empower users by involving them in the discussion, and offer brands direction when contemplating new ways to use data.

People are increasingly conscious of their online trail, but only have so much time in a day.

The onus is therefore on businesses to make grasping privacy policies and realities as effortless as possible.

As more brands finesse their strategies, they’ll start building stronger, more emotional connections with their customers – and, hopefully, ensure privacy is no longer seen from a corporation vs. consumer standpoint.

As with everything else, how and where consumers shop on Black Friday has been entirely reshaped by the COVID-19 pandemic.

Endless queues outside shops were replaced by virtual waiting rooms. 

Black Friday last year was in fact the second-largest online spending day in U.S. history, just behind Cyber Monday in the same year, with consumers spending a whopping $9 billion online. 

Using our Zeitgeist research carried out in August in the UK and U.S. we shed light on what marketers and retailers can expect from this year’s event and help them plan accordingly.

Consumers are prepared to empty their pockets.

High consumer confidence goes hand-in-hand with a successful golden quarter season for retailers. 

And our data signals that this year we have all the necessary ingredients for another record-breaking Black Friday. 

Compared to this time last year, in both the UK and U.S., consumers are much more confident about the future of their personal finances, meaning they’re prepared for a spending spree. 

Given it’s early days, 29% of them are still not sure how exactly they’re planning to shop, but it’s encouraging that they haven’t disregarded the holiday altogether. 

Even better news for retailers is that nearly 3 in 10 of them are planning to spend more money than last year too. 

Some of the most lucrative audiences here will be younger people, with 34% of millennials planning to spend more compared to last year, as well as parents with young kids who are much more likely than the average consumer to say the same.

The toy, gaming, and electronics industries stand to benefit the most here, especially when parents are 28% more likely than the average shopper to say they’ll purchase gifts. 

So, what is this audience most likely going to be looking for? Using our GWI Kids dataset, we can pinpoint 8-15-year-olds’ wishlists. 

8-11s will most likely want: 

• A video game (57%) 
• A mobile phone (47%)
• A toy (45%) 

While 12-15s would ask for: 

• Clothing (56%)
• A mobile phone (53%) 
• A video game (51%) 

Retailers should also keep in mind these young kids have a lot of influence on their parents. When we asked them who decides which new toys are bought for them, 34% said it’s them, compared to 25% who said it’s their parents.  

Having an influx of customers is anyone’s dream come true but meeting the demand might be a challenge for some, especially in post-Brexit UK. 

Players in the toy industry are already warning of scarcity on the shelves for Christmas due to supply chain issues and shortage of lorry drivers in the country. 

The challenges of this year’s season likely won’t be down to consumer demand but being able to adequately respond to it. 

Despite easing restrictions, digital channels will be consumers’ go-to.

Online shopping is here to stay. 

In our July Zeitgeist survey, 38% of UK and U.S. consumers said their online shopping behavior has increased compared to last year; and an impressive 91% say this will either remain the same in the future or increase further. 

It’s fair to say ecommerce is turning into our default shopping method. 

Our GWI USA dataset also points to notable shifts in how and what consumers shop online. The American population embraced ecommerce for small, everyday purchases typically bought in-store in ways we had not seen before.

Shopping online with pharmacy retailers grew by 20%, while online grocers saw an increase of 21%.

And we can also see this pattern when consumers tell us where they’re planning to shop specifically during Black Friday. 

Online retail sites like Amazon are by far the main go-to channels for deal hunting, both in the UK and U.S. Easy price comparison and avoiding crowds are likely the main driving forces behind this. 

And although brand websites – another online shopping method – take the second spot, in the U.S. they’re on par with department stores. 

In fact, Gen X and boomers prefer department stores to brand websites for their Black Friday shopping. Just because consumers have become more eager to shop online doesn’t mean stores and shopping centers have become obsolete. 

For example, almost half of those shopping on brand websites also plan to do so in department stores, meaning consumers won’t be sticking exclusively to online or offline shopping methods.

Ecommerce, though absolutely essential for any retailer’s success in the past year, isn’t without its challenges. Selling primarily online means communicating the value of products effectively, and replicating the excitement around the holiday on these channels is much more difficult than it is in-store.

On top of this, your competitor’s deal will be just a click away. So, for retailers that want to tempt customers back to stores, enhanced safety measures should be a priority, especially since 48% of Black Friday shoppers are moderately or extremely concerned about the COVID-19 variants. 

The focus remains on apparel and gift purchases. 

Typically, we find that electronics are the most sought-after products on Black Friday. But since the pandemic, the focus has shifted to apparel and gift-giving, which likely reflects the pent-up demand following the trillions of accrued savings during the pandemic. 

But it could also be down to people generally expressing more interest in and investing more in glamming up for work and social hangouts. 

Retailers like Zara and Ted Baker, for example, are seeing impressive results, even smashing their pre-pandemic records. It’s clear that as consumers’ social and work lives start to bounce back, they’re prioritizing purchases they haven’t felt were needed during lockdowns. 

In the electronics sector, we see quite the opposite trend. Tech purchases went through the roof during lockdowns and aren’t sought-after as much as other categories at this time. 

This shouldn’t discourage retailers from showcasing electronics, but it’s a good indication of where the bulk of marketing spend should go this year. 

Clothes are the main purchase U.S. consumers will be making this Black Friday (46% say this), while gifts take the top spot in the UK (37%). 

But consumers tend to have varying priorities depending on their age group. While gift bargains are on top of older generations’ shopping list, Gen Z and millennials will primarily be looking for clothes. 

A one-size fits all campaign won’t cut it.

Although taking place a month before the winter holidays, consumers see Black Friday as the perfect opportunity to buy gifts for loved ones and beat the holiday rush. 

Gift givers in the UK and U.S. are 29% more likely to plan holiday gifts over a month ahead – regardless of demographic. 

As we already pointed out, parents with young children are a key segment here, and they’re also 43% more likely than the average shopper to say they plan to buy more in advance than normal to spread out the cost. 

Marketers should aim to capture the attention of those early birds and consider aligning their Christmas campaigns with Black Friday.

Regardless of the approach you pick, this is sure to be a fruitful season with a significant amount of cash up for grabs. 

A large chunk of it will likely be spent online, where the competition is fierce and making a lasting impression is increasingly more difficult, so those with a retail space should try to make the most of it.

Those relying solely on online channels should go the extra mile to recreate the excitement around the holiday digitally, and place all the necessary information at consumers’ fingertips.

Building that extra layer of interactivity in the shopper experience and potentially turning some of those Black Friday sales into recurring buys should be a priority.

Ecommerce reached new heights during the pandemic. But with restrictions easing in many countries, more people are resuming in-person activities, whether that’s dining out or going to the gym. 

This begs the question: will this growth last? And what will the future of in-store vs. online shopping look like? 

In this blog, we answer these burning questions, and dig deeper into what omnichannel looks like in a post-COVID world. 

Add-to-basket, again

Put simply, consumers’ fondness of online shopping isn’t disappearing as restrictions lift. 

On a global level, shopping online is the preferred way to shop for the majority of consumers. As might be expected, this is driven by Gen Z and millennials with around 60% preferring to shop online. Usage of ecommerce sites like Amazon and retailer sites like Walmart have also shot up during the past year.

38% of consumers say that compared to 12 months ago, their online shopping has increased, a further 1 in 5 also expect their online shopping to increase even more in the future. Interest in shopping online remains high even among older generations. 

All great news for retailers who have invested in their digital offerings during the pandemic, and for those who haven’t, even more of a reason to start. 

Grocery is a great example of a category that exploded online during the pandemic. Virtual queues were a common sight as more and more consumers flocked to get their essentials. In the U.S., just over 30% of consumers purchased groceries online in the past month, up from 20% in Q2 2019. 

Supermarket giant Kroger has tapped into consumer needs and recently teamed up with Instacart to launch a “virtual convenience store”, which offers deliveries of groceries in as little as 30 minutes. 

Increased shopping for groceries has helped to create more familiarity and comfort with online shopping generally, which will naturally spill over into even more categories in the future.

The role of in-store: let’s get personal

Shop closures were a common sight during the pandemic. In the UK alone, several big department stores like House of Fraser and Debenhams shut their doors, while John Lewis cut its stores from 50 to 34, in a bid to pivot to a digital-first strategy. 

But the physical store isn’t a thing of the past. Just look at Amazon who are reportedly creating new retail spaces, aimed at boosting its retail offering. 

It’s all about striking the right balance between online and offline. 

The role of the physical store will be massively centered around providing a human-centric, personal experience – albeit one that addresses lingering concerns about hygiene. Ecommerce has its limits  – a big one being the experience often feels very mechanical. 

We see evidence of where physical retail can shine in our GWI USA data.

Having good customer service is a high priority for in-store shoppers, and has increased in importance since Q2 2020. This is more important than having access to money-saving features like coupons or loyalty points, both of which have decreased in importance since last year. 

For example, those wanting coupons have dropped by 9%. Highlighting just how much consumers’ value a personal, human experience. Retailers need to focus on nailing the basics first and foremost.

Even with customer service getting more important, there are signs that consumers are still concerned about hygiene in retail spaces – something that may persist with the Delta variant. 

Self-service has become more important to shoppers, while good fitting rooms and free samples are falling down the priority list. While it’s widely accepted that ventilation is the most effective way to mitigate the threat of COVID transmission in public spaces, there appears to be lingering concerns to do with surfaces touched by other people. 

As consumers have been cooped up for so long, when they do venture out, many are likely seeking a more exciting experience, one that beats scrolling through websites. Good customer service will help provide this. But they still want those assurances of safety and hygiene as well. 

A blended approach is the future

The most resilient retailers will be the ones who have a clear online and offline channel strategy. One that’s cohesive and consistent. 

Dick’s Sporting Goods and Ulta Beauty both pivoted quickly during the pandemic to digital channels to meet consumers where they were at. 

Now, foot traffic is picking up and being ready for both is key. 

Dick’s and Ulta Beauty are experimenting to find ways to enhance both the in-store and digital experience. At Dick’s, this involved creating its House of Sport concept, where customers can try out gear in a variety of settings. 

Meanwhile, Sephora’s Store Companion provides customers with access to information on products in-store that they looked at online, among other features like a Color Match, which recommends makeup products and colors based on a selfie.

For U.S. consumers, the most important factors when buying online are free shipping, free/easy returns policy and a secure payment process, all of which have become more important since Q2 2020. These factors are important for retailers to get right – as consumers continue to buy more online, they don’t want to pay to receive or return something they end up not liking. 

With consumers being far less likely to stay loyal to brands – dropping 16% over the past year and a further 26% for Gen Zers – retailers can’t get complacent. 

They’ve got to work even harder to get consumers on board. 

To drive engagement, retailers will need to offer a seamless brand experience while consumers switch between online and offline shopping. This will mean nailing the basics and ensuring a consistent, personalized strategy is in place both online and in-store. 

It’s been an exciting year for sports; postponed events in 2020 finally kicked off over the summer months, while stadiums (for the most part) opened their doors to the public once more.

The effects of the pandemic still continue to raise concerns about the validity of in-person events, while the current state of broadcasting sees live sports pitted against short-form content and esports competitions. These factors, among other changes in the landscape, leave brands asking questions about sports marketing.

Questions like:

• How have attitudes to sponsorship changed (if at all)?
• What role do athletes play in marketing when the game ends?
• Have some sports expanded outside their home markets?
• Are live fixtures and long-form content still relevant to young people?
• What does esports mean for traditional sports?
• How do sports fans feel about women’s  sports?

That’s why we’ve dug deep into our all-star survey lineup to give you the most important lessons we’ve learned about sports in 2021.

Consumers have new standards for sponsorship.

Euro 2020 was an unexpected lesson in the importance of meaningful partnerships; Volkswagen’s remote control car repeatedly stole the show (it even has quite the Twitter following), while Coca-Cola and Heineken found themselves in the spotlight for different reasons.

The story quickly gathered pace online, but it’s unfair to suggest the actions of Cristiano Ronaldo and Paul Poga actually had a deeply negative impact on either brand – some media outlets were quick to link this with a fall in share price, but this was shown not to be the case. 

In fact, a Zeitgeist survey we ran in July revealed that although half of internet users, in 6 markets (France, Germany, India, Italy, UK, and the U.S.), say either incident impacted their perception of the two brands, 58% say their perception remained the same while 22% say it actually improved it.

It did, however, call into question the suitability of certain brands in the realm of sport; should carbonated or alcoholic beverages have a place in international sporting competitions?

In the same survey, we found that 37% of respondents said it’s OK for food and drink brands to sponsor sports competitions, but this falls behind the 46% who say the products advertised should promote a healthy lifestyle. This doesn’t necessarily rule out certain brands, but: 

It does mean thinking carefully about how a product “fits” into the context of an event.

The important thing to remember here is that sponsorship is really only successful when it taps into the values fans hold close to them – a sign that better data-led decision making is necessary.

Athletes hold more influence than ever.

Even if Ronaldo can’t topple Coke, his actions send out a clear message; brands need to consider the opinions of athletes as well as the consumer.

56% agree athletes should be allowed to comment on the sponsors of competitions they compete in. 

That’s even if they don’t necessarily reciprocate their opinion. 

Athlete’s aren’t afraid to voice their opinions elsewhere either. Gymnast Simone Biles, and tennis player Naomi Osaka, both dropped out of their respective competitions to focus on their own mental health, while Hope United – a collaborative effort between BT and professional athletes – aims to tackle racial abuse in the sport.

This is before we take into account the massive influence athletes have on social media. More sports fans say they follow an athlete online than a team or club, while Lionel Messi’s move to PSG earned the Ligue 1 side roughly 4 million new followers on Instagram in just 24 hours. 

Brands will no doubt understand the impact an athlete can have, but insights from our Core dataset allow us to look at just how influential they can be.

Using the English Premier League as an example, we’re able to track the impact just one player can have on a team’s fanbase. 

Prior to Q4 2020, the number of Everton F.C. fans in Colombia, were below that of England’s “top 6” teams. This changed significantly after the signing of former Real Madrid player, James Rodríguez – with support growing over 200% in just one quarter.

Similarly, the arrival of Mohammed Salah at Liverpool FC in 2017 saw a considerable spike in support from his home country – while support for his former club, Roma, has reverted to the levels you might expect from a large Serie A team. 

Salah’s arrival also contributed to a sharp decrease in Islamophobia across the city, with online abuse almost halved compared to other teams in the league.

Brands need to consider athletes in their campaigns if they’re to develop truly inclusive messaging. 

Especially as consumers from all over the world are likely to rally behind them.

Teams and leagues are expanding beyond their home regions.

Soccer is now on par with football for most popular sport in the U.S.; watched by 43% of consumers here, the sport has experienced a 23% increase on figures for 2019 – when baseball and football led outright.

It’s part of a global trend that’s seen other sporting activities transcend fanbases in their own home country. While brands may have overlooked certain leagues, teams, and sports in the past because of a lack of global appeal, our data suggests this is becoming less of a problem.

Take the English Premier League as an example; of the 20 teams currently competing, 11 command a greater share of fans outside the UK than in it.

The situation is the same for the NFL in the U.S., this time with 28 of the 32 teams we track. Though football is more popular in the U.S. than anywhere else in the world, its biggest teams attract attention on a global scale.

It’s worth noting the role age plays here, offering a glimpse of what future fans could look like for the world’s biggest sporting leagues. Typically, the younger the consumer, the more likely they are to support a team from abroad, with soccer fans aged 16-24 living outside the UK more likely to support any of the “big 6” Premier League teams than those in the UK.

There are, of course, plenty of possible reasons behind this: history, familial support, players’ background, ownership, but it’s important to make note of how many teams have become household names outside their own backyard.

Younger viewers are still interested in long-form entertainment. 

The prominence of younger audiences on platforms like TikTok has often led to the assumption that they have shorter attention spans; bad news for anyone still banking on advertising during the game.

But this isn’t the case.

Sports fans, aged 16-24, show a preference for watching games over watching highlights. Even more so than their older counterparts. 

In a Zeitgeist study from August, we asked respondents to tell us their favorite way to watch sports content. Among consumers, in the same 6 markets as above, live coverage always tipped short highlights (48% vs 37%) and while this gap is more prevalent among older consumers, 16-24s still adhere to this trend.

For brands, this isn’t a case of choosing one format over the other; both are still viable to younger consumers. In fact, an interest in watching sport (at all) remains stable among this age group, sitting at 31% in Q2 2021, suggesting there’s more work to be done in encouraging more people to watch sports instead of adapting to how they watch it.

Esports and traditional sports can make the perfect team.

The ‘rise’ of esports is sometimes viewed as a ‘rising competition to’ sports as opposed to something that can complement it. 

Esports is certainly fast growing (especially in the U.S.) but interest in watching sport is still higher than watching esports among all age groups. Moreover, following an athlete or sports team/league (in the traditional sense) is still more common among sports fans than it is to follow their esports counterparts.

There’s also an opportunity for sporting administrators to grow their brand among new audiences;  for example, you don’t have to like soccer to watch someone play FIFA. In our sports dataset, we found that 41% of people watch soccer esports leagues but don’t watch soccer, signalling there is potential to reach those who don’t necessarily enjoy the sport in its traditional form but do enjoy it in an esports setting.

We’ve spoken widely on the topic of esports – check out some more of our material here.

Women’s sport is picking up the pace

Broadcasters have taken the initiative to give women’s sport more coverage, but there’s still some way to go before this matches the profile of men’s sports; nearly half of sports fans in the 15 markets we survey in GWI Sports say women’s sport should be highlighted more by the media.

It might seem reasonable to suggest that, in some markets, cultural attitudes are holding women’s sports back, but this is a misconception. 

For example, while internet users in countries such as Thailand and the Philippines are more likely to say maintaining traditional gender roles is important, they’re actually less likely to say women’s sport is less exciting than men’s than others in the UK, U.S., and Canada.

One of the big issues to overcome is coverage, and the solution is to maintain momentum in the aftermath of major competitions.

In 2019, figures for internet users watching the FIFA Women’s World Cup rose quickly during the event, lifting the percentage who watched the UEFA Women’s Champions League shortly after. Broadcasters need to bring more attention to Women’s leagues by making it easier to watch them, providing commentary and analysis in order to boost its potential.

Show what you’ve learned out on the court.

You only need to take one look at the sight of empty stadiums in Tokyo to remember the ramifications of the pandemic are still being felt in sport – and viewing behaviors have changed to reflect that.

Brands intent on reaching sports fans need to pay attention to what we’ve learned this past year; short clips and highlights haven’t overtaken preference for long-form content, some sports are breaking ground in new markets, and athletes have grown more influential. In addition, new opportunities have arisen with esports, while women’s sport has the potential to reach much further.

Acknowledging this, brands can create targeted, meaningful campaigns that adapt to new changes in the industry – truly separating the champions from the runners-up.

The September 2021 cover of British Vogue is turning a few heads. 

Remarkably, it features the time the photograph was shot: 4.57am. The image shows actor and activist Gemma Chan leaning back on a boat in a sparkly gold dress as the sun rises, symbolic of a new dawn in fashion.

According to Vogue, Elle, and Harper’s Bazaar, now’s the time for ‘revenge dressing’ after months of standing still. Our data captures this mindset, with an increasing number of fashion-conscious consumers looking to make dramatic reentrances in post-lockdown social settings. 

But going out aside, we’re also clinging to the comfort we’ve grown accustomed to in the workplace.

So depending on the product categories they sell, fashion brands will need to address these coexisting and seemingly paradoxical moods as consumers seek out cosy day-to-day transition pieces, alongside flashy evening wear. 

Consumers gravitate toward products that boost their comfort. 

Before we consider potential long-term changes in the world of fashion, it’s worth glancing at how our behaviors have changed over the past year. 

The term ‘comfiness’ will be familiar to anyone following post-lockdown fashion trends. 

When consumers first began working from home, many broke up with tight-fitted blazers and pencil skirts, swapping them for sweatpants. 

Unsurprisingly then, buying more comfortable clothes is the most common change to people’s fashion habits over the last year.

Younger consumers are typically more fashion-conscious and influenced by what’s trendy, so we’d expect their personal style to be more affected during the pandemic. And this has definitely been the case. 

Overall, two-thirds of Gen X and boomers either say their fashion habits haven’t shifted over the past year, or admit to buying fewer clothes generally. In contrast, this number’s pretty much reversed among Gen Z and millennials, with 67% acknowledging a change to their everyday wardrobe.

So when speaking about the pandemic’s impact on personal style, we’ve generally seen greater casualization among younger consumers and less engagement with fashion at the older end of the age spectrum. 

That being said, younger groups aren’t necessarily on the same page when it comes to clothing ideals either, which Gen Z attacks on millennial staples like skinny jeans have demonstrated.

Compared to the average, Gen Zs stand out for buying more shoes, party outfits, and accessories. 

They’re also the top generation when it comes to buying more comfortable clothing, which reflects their pre-pandemic appreciation for athleisure and gender-fluid outfits. 

On the other hand, millennials are most distinct for buying business and luxury clothing. Armed with the knowledge that a lot of fresh demand for office wear comes from millennials, brands in this category can cater to their particular desire for designer clothing that also promises comfort and durability. 

Brands like Lee recognize that few white-collar workers are ready to give up the coziness of their pajamas, and have created bottoms that look like trousers but feel like joggers. 

With more leaning toward soft breathable fabrics, companies should follow in Lee’s footprints and promote these sought-after structural qualities.

Beyond comfort, brands need to tick several boxes going forward. 

This research highlights the behaviors that have translated into temporary, and potentially long-term, fashion preferences. 

Going a step further, it also allows us to categorize consumers by the type of clothing they’ve been buying more of to see which groups have developed the most appetite for certain qualities.

Usually, price is a top purchase driver when it comes to buying clothes. While this remains the case across our various datasets, the majority of consumers aren’t looking for cheap garments despite the pandemic’s impact on personal finances. 

Business and gym clothes buyers want their purchases to be long-lasting and functional, not thrifty. 

Alongside luxury buyers, these consumers have a below-average tendency to spend time looking for the best deals and are considerably more loyal to brands they like. Companies selling these product types can therefore rely more heavily on strong branding than discounting prices. 

The demand for unique, bold clothing is especially noticeable in the luxury category, and buyers also demonstrate the most enthusiasm for eco-friendliness and second-hand pieces. 

Many fashion retailers are starting to offer these items to boost their eco credentials, with Urban Outfitters recently launching a new second-hand platform. Yet, the trend is slow-emerging, and most would rather buy from sustainable brands than purchase pre-owned clothing. 

Overall, comfort and eco-friendliness are tick boxes for many consumers. On top of this, they still want their outfits to be trendy and unique, which hints at a second post-lockdown mood emerging alongside our desire for clothing that taps into the self-care and wellness movement.

‘Going out’ outfits are an antidote to 18 months of loungewear. 

There’s a historical precedent for sporting extravagant looks in the aftermath of a crisis. During the Second World War, U.S. fashion was characterized by simplicity and comfort. This soon changed.

Embodying the mood of the so-called ‘Roaring 20s’, Dior released a post-war collection that promoted showy garments, which was soon referred to as the ‘New Look’ – and we can see echoes of this in the present day. 

After wearing sweatpants and pajamas for an extended period of time, there’s been a noticeable shift in the attitudes of America’s fashion-conscious consumers, with many getting ready to ditch dull hues and show off. 

British retailer Freemans is already feeling the early effects of this trend, with demand for stand-out outfits up over 100% on last year.

A sense of hedonism and adventure is ultimately implied by the data. 

Compared to this time last year, fewer consumers identify as modest or cautious, with more aspiring to be creative and daring.

This attitude is now starting to feed into clothing choices. Today, just 14% of Gen Zs with an interest in fashion prefer traditional styles over trying something new, and there’s greater desire among all ages to be seen. 

In fact, over half of fashion-conscious consumers say they either like or love standing out, rising to 64% among those who describe themself as outgoing. 

There’s also been a decline in the number browsing end-of-season sales and prioritizing trends when picking out clothes to buy – which suggests a move toward expressing individuality and away from buying pieces simply to fit in. 

Appetite for one-of-a-kind pieces appears to be growing, with model Lily Yeung recently launching a hand-crocheted knitwear line; and upcycling is an additional way to add flair. 

RealReal’s latest collection, for example, gives new life to more than 50 pieces from big-names like Balenciaga and Stella McCartney. For each one, the designers’ original work has been expanded on to make it more dynamic and unique.

Getting ready for the roaring 2020’s

However they go about doing it, industry players will benefit from including offerings that emphasize originality, and shrouding these items in stories packed with drama and excitement. 

Nothing’s set in stone, with many of us still ruminating over our post-lockdown aesthetic. But it’s unlikely we’ll be living in joggers forever. 

While comfort is still high on the agenda, fashion-conscious consumers look ready to get glammed up like never before – just in time for this year’s September glossies, which all appear to be heralding ‘Roaring 20s’-style excess in fashion for the next few years.

Many industries have been bruised as a result of COVID-19 – film being a big one. 

Across the world, cinemas and movie theaters closed in 2020 and again in 2021, release dates were delayed, and streaming platforms surged in popularity. 

UK cinema box office takings in July and August, after all COVID-19 restrictions were lifted, were half their pre-pandemic levels. 

As the dust starts to settle, what does the future hold for movie theaters, and has our relationship with the big screen changed?

Comfort levels about returning to the movies remain divided.

Our GWI Zeitgeist data from July across 6 markets finds that comfort levels around returning to movie theatres are divided, with around two-fifths feeling comfortable returning and a similar proportion feeling uncomfortable. 

On a market level, we see that France and the U.S. are ahead in their comfort levels, while India is further behind. Comfort levels are also reflected in the number of people who visit the movies at least once a month, which is down 9 points globally since Q1 2020. 

Return to movie theaters also varies by world region, depending on the COVID-19 situation. While attendance is down in all regions, the biggest declines are in Latin America, Europe, and North America. 

However, the good news for the silver screen is that the proportion of those who visit the movies at least once a month has stabilized since Q4 2020 on a global level. 

More good news for cinemas is that regular movie-goers feel far more comfortable returning to the big screen compared to occasional movie-goers (56% vs. 39%, respectively). 

There are likely a few reasons for this. First, they’re bigger fans of going to the movies to begin with. Second, they’re likely more aware of the COVID-19 safety restrictions theaters have put in place than those who visit less often. 

Industry players have a big opportunity to reconnect with their regular audiences and make the most out of their visit. Social media campaigns are an effective way of doing this. 

To celebrate the return of theatrical releases in the U.S., major studios united to create the industry-wide campaign #TheBigScreenIsBack on Twitter. The campaign created a buzz around new releases as well as generating discussion around the globe, enabling audiences to share their thoughts and reactions.

Cinemas need to do more to help anxious returners feel more comfortable.

Almost two-thirds of anxious returners would feel more comfortable going to a cinema if there was regulated social distancing and mandatory mask-wearing. 

This is closely followed by knowing everyone has had a COVID-19 vaccine, showing that consumers are still more cautious than sometimes realized.

For many of these consumers, the basics like social distancing and mask-wearing are still must-haves. 

With the majority of anxious returners being far more likely to watch films using streaming services, cinemas need to ensure these individuals feel safe returning. An important step is making the public more aware of their safety procedures.

With the pace of vaccination in the U.S. reaching a plateau, some states are taking steps to further protect the public. Following New York City’s lead, the Los Angeles City Council recently passed a motion which will require people to show proof they’ve been vaccinated in order to enter businesses. 

Under this proposal, people in Los Angeles who’re eligible for the COVID-19 vaccine will need to show evidence of at least one shot to enter movie theaters. 

Countries which are further behind in their immunization plans should build on the examples offered by the U.S.

Despite viewers turning to the small screen during the pandemic, movie theaters haven’t lost their magic.

Using GWI Zeitgeist data, we find that regular cinema-goers are more likely to watch films on the big screen than occasional cinema-goers. Although many turned to the small screen during lockdowns, our data finds that even among regular cinema-goers there’s a desire to watch movies on both streaming providers and the big screen – it’s not a case of one or the other. 

However, the big screen undoubtedly offers something which can’t be replicated at home. With 43% of regular cinema-goers describing themselves as social/outgoing, cinephiles don’t just attend for the movie, it’s the whole experience they yearn for. They cite the camaraderie, normalcy, and seeing people’s reactions as reasons why they’re thrilled to be back in the theater. 

This group is therefore less likely to see streaming platforms as an alternative to the big screen, but rather as a supplementary mode of entertainment that serves their love of movies. 

Audiences flock back to movie theaters for the whole experience.

There’s nothing quite like a Marvel film to bring crowds to the movie theater. Our Zeitgeist data shows that 43% of consumers are planning to watch Spider-Man: No Way Home, making it the most popular upcoming movie – a mighty ten percentage-points ahead of the next competitor. 

Movie theater returners aren’t just about the films, they want the whole experience. 

After spending a year watching movies on their small screen at home, many consumers have a “go big or go home” attitude and are treating themselves more post-pandemic. 

AMC Entertainment reports that cinema-goers are eating more popcorn and drinking more soda than before. Average food and beverage consumption per person has jumped from $4.76 in the first quarter of 2020 to a record high $7.37 over the same period in 2021. 

People have been stuck at home for too long;  now they want the full movie theater experience, providing chains the opportunity to up-sell to cinema-goers far more than usual.

Given the big divide in comfort levels, industry players should take this opportunity to appeal to their most committed audience, especially during a time when many are indulging themselves more. Marketing should therefore focus on the experiential side of the silver screen which just can’t be replicated at home.

At the same time, cinema chains need to help the anxious feel more comfortable about stepping through their doors, so that everyone can enjoy the magic of the big screen once again.