One of the defining missions we have within The Garage Group is continually asking, “What needs to be true for our clients and their brands to remain relevant?” Recently, TGG Co-Founder & Chief Growth Officer Jason Hauer sat down virtually with four dynamic female BigCo leaders during a Courageous Minds Only Chat, and one of the insights shared was that it is essential for brands to be emphasizing everyday health and safety for all consumers – from products to services to channels.
“What does the new everyday health look like for everyone? If you’re not prioritizing that for your organization, you’re not going to have an organization.” – Jada Britto, Senior Global Brand Design Lead – Oral Care, Colgate
Consumers have been increasingly focused on holistic health and wellness for years, and as a result, trends like sustainability, plant-based, and reduced sugar have resonated with them. And as we shared in our early pandemic consumer research, COVID-19 has only accelerated that focus and expanded what it means for consumers. At the foundation of health, cleanliness has become currency. For consumers, cleanliness is now non-negotiable and a deciding factor when it comes to the choices they make for themselves and their families. Not only are they seeking ways to cleanse and protect themselves, they want assurance that others they come into contact with are also protected, clean, and healthy.
Some examples of the ways in which brands are bringing this to life include:
Marriott rolled out its Commitment to Clean to assure travelers that their health and safety are a priority. In addition to sanitizing with new technologies, the hotelier has implemented completely contactless check-in and departure via its mobile app. Most large hotel brands have similar protocols and offerings.
In parallel moves, airlines have partnered with makers of disinfectants and hospitals. Delta CareStandard is in a partnership with RB, the maker of Lysol®, and is also collaborating with Mayo Clinic. And, United Airlines formed a triad with Clorox and Cleveland Clinic called United CleanPlus, which represents a commitment to delivering cleanliness and putting health and safety at the forefront of the consumer experience.
Related to health and wellness, consumers concerned with the health risks of being in close contact with others have accelerated their use of contactless shopping via online shopping, delivery, pickup, and drive-thru. Brands that have altered their business strategies to meet consumer needs include:
Sprouts Farmers Market Doubles Down on eCommerce – The natural & organic grocer has seen eCommerce sales increase more than 500% over last year. Sprouts created a delivery-specific website to capture customer data and better reach them with Instacart fulfilling the orders.
Constellation Brands Acquires Empathy Wines – The beer, wine, and spirits producer has seen consumers shift their purchase patterns from in-store and in restaurants to digital and online. They are buying DTC wine startup Empathy Wines, co-founded by entrepreneur Gary Vaynerchuk, to reach consumers in a new way and to help accelerate its entry into eCommerce.
Rent The Runway Closes Retail Stores – The online apparel retailer closed its handful of stores in March in response to the pandemic. Since then, they have realized that 90% of visitors to their retail storefronts were there to use its drop-box service for their online orders and returns. RTR has shifted its drop-box strategy to partnering with other retailers in locations that are closer to its customers.
How is your brand shifting its strategy and business model to prioritize the needs of your customers and their health and wellness? If you’re up against this challenge and need a partner in crime to think through it with you, get in touch. We help BigCo leaders tackle strategy and innovation challenges via startup-inspired approaches.