What is New Normal for business? How should brands prepare for the upcoming New Normal? The viewpoint of branding in the era of both Digital and COVID-19 Disrupt business and marketing. Changing consumer behavior and society.
The summary of the New Normal from various bureaus and analysts cited that it is related to the development of digital tools that are more and more diverse to the point that it is the main tool of society and the way of life. If looking at the evolution of society through the movement of digital technology over the past 40 years, this seems normal. It is not a New Normal that is different from the trend that is already happening. That means that the COVID-19 situation is just a catalyst and shorten the time for the future to happen even faster.
So, what is Next Normal coming next? If we step back and look at the big picture that best describes this, it would be the content of The Third Wave book by American author Alvin Toffler. Analyze and anticipate since 1980 that is…
"Society will be driven by the effects of digital technology. Especially from Information Technology that creates boundless connections (Globalization) has created a network of information that is easily accessible and convenient. Affecting the changes in economic, social, political, and people's lifestyle"
Which Toffler describes in many ways Surprisingly and thoroughly Many things have happened today, such as Social Networks, AI, Cryptocurrency, Blockchain, Robotic, IOT, which are very close to his predictions. It means the world has fully entered the third wave era. And should be in level 3 of 10 of the third wave (The author has customized it for more visibility) before moving on to The Fourth Wave or the next wave.
It is expected that the 4th wave will develop nanoscience and biotechnology, which will have an enormous impact on the evolution of society. Go as far as the imagination as we have seen in various sci-fi movies and there are signs of some real development nowadays, such as the discovery of genome-modifying methods in the DNA of living organisms. To adjust the work process and body structure to meet the requirements called CRISPRE Technology.
After that, it will enter the fifth wave, The Fifth Wave, which is the last wave. Society is driven by "wisdom" because through the development of materials (Physical) and various mechanisms of the body all which means being able to develop people's wisdom levels to be suitable The form of social process therefore proceeds with the wisdom of people who understand in various similar dimensions.
In short, Next Normal is the evolution of society that leaps from level 3, crosses through 4 by COVID-19 accelerating to level 5 (from the 10th level of the third wave), the using digital tools has become normal. Normal among many people Social communication and coordination use online channels as the main medium. Businesses will develop systems and online channels to meet the daily lives of customers widely. (Auto Subscriptions Daily Product) These things are becoming more familiar nowadays.
The images of New Normal and Next Normal are the same image. Under the influence of the third wave the epidemic of COVID-19 is a catalyst for the development stroke to jump to a higher and faster level. Significant issues with business and marketing (Occurs in many ways We focus on business issues) that people and society will access digital tools until it becomes normal. The phenomenon of increasing local importance significantly
That means Today, the behavior of people and society has changed. Large business Local brand Or new born brands, must adapt in time to be able to continue with the upcoming Next Normal Brand development to meet people's behavior and the changing society therefore is inevitable It can be said that it is at the heart of being able to stand in the market or survive today.
Thanks to the information from the positioning website
Source : https://positioningmag.com/1288473
