Dentsu on Satisfying a Hungry World, Marketing & Advertising News, AND BrandEquity


Isobar, the digital agency of the house of Dentsu India, has discovered a new behavioral standard known as “Tactile Starvation”. It’s a condition that occurs when you don’t get as much physical contact as you are used to, and has launched a “Touch-me-not” white paper through which the agency further questions this concept and its impact on the evolution of consumers’ lives in the current context. The paper presents potentially powerful new trends that can be useful for brands and businesses.

Touch-me-not is a comprehensive study that introduces the concept of touch starvation and analyzes the impacts on larger subsections of society as we enter an era of isolation. The agency began with an in-depth qualitative study of 15 people, including a few experts from different backgrounds and accredited by in-depth and in-depth secondary research.

Highlights of the document:

He challenges people psychologically and physiologically: Contrary to an obvious indication that touch starvation leads to loneliness and mental disturbances, it impacts our digestive and immune systems which are the top priority of people today.

It has the potential to largely change all aspects of people with disabilities.: 15 percent of the world’s population lives with some form of disability. India is home to nearly 150 million and the pandemic has only made the situation worse as it is more difficult for them to access essential medical supplies.

According to the WHO, people with mental illnesses like Down syndrome who have completely severed their links with the outside world even in a relaxed covid environment, are more vulnerable to Covid -19. Visually impaired people find little or no support in the outside world, which is essential for their very survival.

The next generation of infants will experience unforeseen changes: India leads the world with around 20.1 million births expected in 2020 during the pandemic. Their immune system might not develop as physically required which means there is no contact with the outside world as substantial brain activity takes place with touch for them. These changes in open door policies are completely changing the education and family equations for today’s Indian infants.

Imitating touch is crucial: Replicating touch is the most crucial aspect in combating this. Some of the common practices are long rubs, hot showers, wrapping in blankets, etc. Simple steps like these lead to a 33% and 63% decrease in stress and anxiety, respectively.

Unlock new meanings and growth for various industries: 65% growth observed in the category of sexual well-being, which is an indirect desire for tactile hunger, posing a larger question: will Indian society become more bearable for products and services related to sex and pleasure?

Retail will need to take into account the high consumer anxiety in terms of infrastructure, hygiene and product experience. Changing product expectations from “look” to “feel” will ultimately change the primary buying drivers. Products with the right feel will unlock the boom in tactile elevation categories like home furnishings, home decor, fragrances, personal care, etc.

New Normal Keeps Mental Health, Holistic Love and Pets at the Center: A 60% increase in messages sent on dating apps, combined with a 39% increase in average conversation length and 140% addition of subscribers, is a reflection of a partner’s envy . There is a 35% to 40% increase in the number of people admitting to having a mental health crisis in their lifetime (a considerable amount is due to tactile starvation).

It has flourished in the mental health industry and players like Therapize have gained over 15,000 organic followers in just 4 months. Another way people deal with this is a helping paw. The adaptation of pets has grown in popularity, increasing their prices by 3 during the pandemic.

Nostalgia and familiarity will keep people afloat: Using different senses of the past relieves people of their anxieties and stress. A grandma’s kitchen candle will at least let you feel her presence if you don’t meet or hug her. Familiarity with touch will elevate industries like beauty and wellness in the future.

Brand Equity analyzes the changing notes of creativity at a time when the consumer is socially conscious, demanding and vocal …

Rahul Vengalil, Commercial Director of Isobar, said: “We strive to understand the cultural trends and the opinions of the people that continually shape human behavior. Starvation to the touch is an important part of our lives now. While this trend slowly started to accelerate even before the pandemic, it is all the more widespread and relevant today. Our effort is to understand how it affects us and to create opportunities for businesses and to deliver the right experience to consumers. ”

Mamtah Sabhrwal, Director – Brand Strategy, Isobar India added: “We are changing and there are many studies on the evolution of human behavior and culture. Therefore, it was imperative to choose a topic that analyzes the root cause of the changes we are going through. We then carefully and consciously identified Touch Starvation as it impacted people’s lives, especially in a few segments, without ever getting noticed. And there is a lack of general awareness and empirical data that reflects how common conditions like mood swings can be a direct implication of the same. With this white paper, we aim to find out where we are now and what will follow due to this skin hunger. “

Brands must act responsibly and transform themselves into emissaries of positivity in 2021 and beyond …


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