The external factors around Brits right now are predominantly negative, so it is no surprise that they are feeling worried and 69% are feeling anxious at the prospect of returning to ‘normal.’ But Brits are looking to counter act this negativity by seeking to add positivity to their lives, with over two thirds of Brits seeking out positive changes.
The first example of this was the New Year’s resolutions of 2021. The7stars Lightbox Pulse showed that three quarters of Brits were making New Year’s resolutions that were different to previous years. With the focus of resolutions being centred on adding to their lives rather than restricting them. With people more likely to agree that they were planning to start new healthy or pro-active routines and challenges. This trend looks set to continue beyond January, with Brits intending to continue focussing on positive activities and changes such as, a quarter are looking to a make a life change and a quarter are looking to take on a new challenge. This is paired with half wanting to appreciate what they currently have, no matter how small.
Positivity doesn’t just come from things or experiences, but also mindset. During lockdown last year consumers enjoyed having a slower pace of life and the ability to spend more time enjoying one thing at a time. In June’s QT, 55% of Brits stated that they were going to miss the slower pace of life. As such, going into this year, it is about having more mindful moments so 28% are focussing more on one thing at a time than before. In doing this, Brits hope to reduce the hectic nature of life and in turn half hope to remove stress from their life where possible.
In 2021, consumers will be channelling positivity into their lives to counter act the negatives surrounding them. As such there are two ways brands can leverage this, first by acknowledging and championing positivity in communication. The second, is as consumers seek to inject positivity into their lives, they will naturally be re-evaluating the brands they purchase so there is an opportunity to disrupt current brand relationships.
SOURCES – Canvas8, the7stars Lightbox Pulse, the7stars QT
