This year creativity has been another great player, and this will be even more so in 2021. The most innovative companies were those that managed to adapt to the complex global scenario and envision new solutions. At the same time, delivering relevant and creative messages at such a particular time made the difference.
Beyond innovative actions to be close to consumers, creative thinking in general appears as one of the major trends: the new rules of the game defined by the COVID-19 pandemic showed the importance of having certain skills like empathy, collaboration and improvisation.
In terms of creative thinking qualities, people-based design also gained a strong foothold this year to become one of the keys to the future. "Stepping into the shoes" of the other person, whether a client or a colleague, offers more than one learning experience in times of uncertainty, like understanding what people really need. And, from that bond, multiple solutions can be generated and creative ideas can be generated to help people with their problems and needs.
Although the ecological perspective in marketing is not new, the pandemic, its causes and consequences have made many people question the way we live, consume and make use of the planet's resources.
Consequently, we have seen a growing number of consumers opting to buy local and organic products, and contracting environmentally friendly services, and these changes in consumer habits are becoming a great opportunity for brands who understand the need to engage and address sustainable strategies.