Those who mainly want to return to pre-pandemic behaviours but seek to create a balance between the familiar and the new
Reverters look back at pre-pandemic times with nostalgia, and they miss the social and physical experiences of going to a cultural venue or restaurant. As a result, as soon as the restrictions are fully lifted, they expect to drop the behaviours they adopted since the onset of the pandemic and expect to take part in leisure activities as they used to before. Reverters will want to return to going out the way they used to but also recognise some of the benefits of the at home experiences and will want to enjoy a mix of both.
Those who are keen to maintain the lifestyle changes they have adopted and want more flexible options
Transformers want to continue with the lifestyle changes they adopted during the pandemic. Having changed their personal and work life experience in the past year, they have found more benefits than disadvantages to their new lifestyle. Transformers show greater focus on health and well-being and are likely to take part in activities such as fitness, yoga and sports. They have enjoyed the convenience of online platforms and the ability to build new virtual social networks. Environmentally sustainable and ethical practices will be increasingly important for them. Transformers want more choice and flexibility from businesses to maintain their new lifestyles.
Those who managed to maintain the status quo despite the COVID-19 restrictions and want to keep it that way
Whatevers have managed to maintain the status quo, not letting the pandemic affect them. They did not alter their lifestyle much beyond what the restrictions required. They see the pandemic as a temporary crisis that they must deal with, but not as something for which they should alter their habits drastically. They were less likely to have engaged in some of the at-home leisure activities in the past year and they do not intend to engage in such activities in the future either. They want to continue going about their lives with minimum disruption.
Those who have concerns about the future and seek reassurance, affordability and convenience
For Worriers, the fear of the unknown forces them to hedge against the perceived health and financial risks. They built a safety bubble around them using digital services to interact with other people and businesses, out of fear of contracting the virus. They are savers and will be reluctant to spend on larger purchases. Worriers are more likely as a result to experiment as a result. They want solutions that offer safety, support and protection, as well as affordability and convenience.
Other relevant research
The Deloitte Consumer Tracker
Consumer confidence saw its highest jump for ten years following the announcement of a road map for lifting COVID-19 restrictions, the chancellor’s renewed support for workers and the vaccination programme remaining on track.
Shifting sands: Are consumers still embracing sustainability?
How 2020 shaped consumers’ behaviours and attitudes to sustainability.
What next for the high street?
In 2014, Deloitte published research and analysis predicting it would be the high street rather than shopping centres or retail parks that would prove most resilient over the coming years. We revisit our optimistic prediction.