SIGNALS: GROWTH PLATFORMS FOR A COVID-19 IMPACTED WORLD (02 OF 11)

Immunity Quest

Where every brand will, in some form, become a wellness brand.

Immunity Quest is our collective striving for Covid-19 free society where daily life is unrestrained through public health control.

The world changed very quickly; now social distance is measured out wherever we go, new rituals are in place, ‘space invasive’ temperature checks are accepted.

We’ve suddenly become ‘health wary’, guarding our distance, protecting our ‘bubble’.

Who we work with, play with, associate with; who we let into our bubble is now a preoccupation as we seek protection for ourselves as well as those in our home.

As a result, every brand will in some form become a wellness brand right through its products, experiences, supply chains and people.

Restaurant in Amsterdam installs greenhouses to ensure social distancing



Our life ‘bubble’ will become a central preoccupation – potentially determined by a ‘Personal Health Score’.

We will need to Protect Our Bubble; minimise risk in social, work, retail, leisure and sporting scenarios.

And we will want to Enjoy Our Bubble; participate in experiences that are a calculated risk or offer sensory enjoyment that compensates for lack of physical freedom.

To Win Tomorrow, brands will need to focus on two opportunity areas:

01- Bubble Integrity

Achieve unquestioned health credentials, e.g. sterilised supply chain; contactless delivery.

02- Bubble Lifestyle

Enhance people’s experience of this bubble living through innovation that opens up better living and initiatives that nudge people to healthy practices through behavioural, even gamified health support.

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SIGNALS: GROWTH PLATFORMS FOR A COVID-19 IMPACTED WORLD (03 OF 11)

Hybrid Living

Bettina MacCarvill, Lee Geraghty Jun 12, 2020

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