At the peak of the pandemic lockdowns and stay-at-home orders, most of us were grateful for living in an era where we can immediately connect with love ones. We appreciated all the technology platforms that enabled us to stay in touch.
However, with contact tracing and other tracking of mobile data proving effective in slowing the spread of COVID-19, tensions are rising in many countries between the needs to fight the pandemic and respect consumer data.
The trade-off of our privacy boils down to a value exchange: I’m happy to give my details depending on what I get in return. When stuck at home day after day, the benefits of giving our details were clear. Additionally, if it means society opens again and we’re healthy, we will happily use the necessary apps. With the recent news that the UK has decided to abandon its own contact tracing software and instead use the Google-Apple one, questions immediately arose about transparency. …
With much of the world in lockdown, this is a fascinating time to explore our changing media behaviours. We are witnessing an acceleration of existing trends towards increasing digitalisation of our media diet. Think of it as fast-forwarding to five years from now in a shortened time.
Lockdowns and stay-at-home orders have now entered their second month and we’ve all been spending significantly more time at home and in our local communities. With less commuting and more time available — and more time spent locally — what does this mean for innovation?
The evolution of localism
There has always been a certain element of localisation in our behaviour, as we are the products of our surroundings. Our daily routines for purchasing groceries, seeking entertainment, etc. are shaped by our ability to access these from where we reside.
However, with the onset of the COVID-19 pandemic and the closure of all but essential shops, most entertainment experiences, services and purchases have gone online. For brands, herein lies the opportunity to leverage previously offline signals — creating a wealth of consumer data and insights. …