You are using an outdated browser. Please update your browser for the best experience.

Index

Mar

  • From No Screens to Co-Screens
  • From Luxury to Leisure
  • Cue the Panic Buying
  • From Jobs to Jobless
  • From Planes to Trains and Automobiles
  • From Favorites to Essentials

Apr

  • From Sustainable to Regenerative
  • From Clean Label to Carbon Neutral
  • Meatpacking is Having a MOMENT
  • From Resilient Bodies to Resilient Societies
  • From Depression to Despair
  • From the Individual to the Collective
  • Dating Alone
  • From Chill to Party
  • From Private Schools to Pods
  • From In School to Home School
  • From Doctor's Office to Dining Room
  • An Era of Acceleration
  • Anything That Can Be Tried Online HAS Been Tried Online
  • From Call "Your Guy" to DIY
  • Comfort Food to Comfort Baking

May

  • From Global Citizen to Local Champion
  • Black Lives Matter... to Brands
  • From Abundance to Scarcity
  • From Brick and Mortar to Buying Online
  • From Quarantine to QuaranTEAM
  • From Fresh to Frozen… and Back Again?
  • From Sweat Together to Sweat Alone
  • From Trusting our Systems to Experiencing Their Breakdown
  • From Tell Me to Prove It
  • From Polarized Politics to Polarized Realities
  • From Surrounded to Solo
  • From Social Circles to Social Movements

Jun

  • The Age of The Great Evaluators
  • The Re-Emergence of the Great Outdoors
  • From "Breaking the Glass Ceiling" to "Dusting the Ceiling Fan"
  • The Modern Workforce is Here, the War for Talent is Coming
  • From Body to Mind

Jul

  • More and Better for Less (On Steroids)
  • From Hotels to Houses (On Wheels)

Aug

  • From Always On to Slowing Down
  • From Urgent Care to No Care

Sep

  • Hunger for Stability
  • Black Lives Matter... to XYZ
  • From Panic to Preparation

Oct

  • Class Divides Made Visible
  • From Supreme Court to the Streets
  • The Kids are Not Alright?

Nov

  • From Traceable Product to Traceable Everything
  • From Protest to Policy
  • From Offshore to Onshore
  • From Home School to Hybrid School

Dec

  • From Charming to Chain Restaurants
  • From Gender Gap to Gender Chasm
  • From Having it All to Not Having Children

Jan

  • From Walk-ins Welcome to Reservations Only
  • Where's the Beef From?
  • From Support to Suspension

Contact

Our team at broadhead is always working to capture our viewpoint regarding how the world has shifted – and will continue shifting even after this pandemic era ebbs away.

Drop our in-house anthropologist, Emilie Hitch, a line at [email protected] – we’d love to hear your thoughts, too!

WHAT'S NOW >

culture shifts

Culture Shifts tell stories about the interconnectedness of human systems — the fissures they bear, the rust they gather, and their dependence on one another. Examining indicators of change-in-motion around us, we can only guess at what life will be like in the future.

slash
b greater

March
2020

major shift

From No Screens to Co-Screens

Minor
Shift

Major
Shift

March 2020
Red Circle Outline

From No Screens to Co-Screens

what it is

In March, when most children in the United States were sent home from school, traffic to Zoom more than tripled and more than doubled for Google Classroom.

why it matters

Long-lasting impacts of screen-time and consumption rates are just beginning to show — especially when it comes to children. “Healthy” screen time counts are being redefined from how long kids spend online to how quality that time is in connecting to people.

(1) “I Was a Screen–Time Expert. Then the Coronavirus Happened.”

major shift

From Luxury to Leisure

Minor
Shift

Major
Shift

March 2020
Multitasking work and childcare

From Luxury to Leisure

what it is

Working from home, and socializing on zoom and in small groups outside, no one has an occasion to dress up anymore. Sales of pajamas were up 143% in April from March, whereas pant sales fell 13% and bra sales declined 12%.

why it matters

The pandemic might just be the nail in the coffin of the already-dying fashion industry. “True fashion players that don’t have athleisure could take a hit,” said Beth Goldstein, fashion analyst at NPD Group.

(1) “Sweatpants Forever: How the Fashion Industry Collapsed”

COVID-19
major shift

Cue the Panic Buying

Minor
Shift

Major
Shift

March 2020
Toilet paper rolls

Cue the Panic Buying

what it is

While the food supply chain suffered only minor impact from COVID-19’s initial effects, consumers feared shortages due to media coverage and collective uncertainty.

why it matters

Consumers — Americans in particular — learned a lot about the food supply chain. Expectations around food brands’ stability of supply have risen, as has skepticism about what they communicate to the public.

(1) “How COVID is Affecting U.S. Food Supply Chain”

major shift

From Jobs to Jobless

Minor
Shift

Major
Shift

March 2020
Sorry we are closed COVID-19 sticky notes

From Jobs to Jobless

what it is

According to Pew Research, COVID-19 “swelled” American unemployment by 14 million, skyrocketing from 6.2 million unemployed in February, to 20.5 million in May. In terms of rates, unemployment hit 13% in May 2020, compared to 10.6% witnessed in January 2010 (during the Great Recession).

why it matters

Economies depend on jobs and individual incomes — the collective must be able to pay their rent, purchase food and supplies, and live without fear of bankruptcy in order for other social systems to function.

(1) “Unemployment rose higher in three months of COVID-19 than it did in two years of the Great Recession”

major shift

From Planes to Trains and Automobiles

Minor
Shift

Major
Shift

March 2020
Person sitting at airport gate

From Planes to Trains and Automobiles

what it is

Potential major US airline layoffs and furloughs total over 55,000 in October 2020. Airline revenue is expected to plummet $314 billion (55%) from 2019. Expected $2.7 trillion decrease in travel/tourism GDP in 2020.

why it matters

From luxury safari lodges in Africa with no guests — impacting tourism tax dollars used for conservation and anti-poaching efforts — to tiny beaches in Thailand empty of tourists who generate the jobs needed to keep small towns alive, the impact of COVID on the global tourism and airline industries will be seismic.

(1) “5 charts show which travel sectors were worst hit by the coronavirus”

major shift

From Favorites to Essentials

Minor
Shift

Major
Shift

March 2020
Empty grocery shelves

From Favorites to Essentials

what it is

76% of respondents in a March poll said they are changing shopping habits due to COVID-19. U.S. shoppers are making fewer trips to the grocery store and buying more per visit. They spent an average of $253 on groceries the week of March 18-2355% more than usual.

why it matters

Through the course of the pandemic, people have settled to new routines and habits — it’s likely we won’t buy 50lb bags of potatoes or 200 rolls of toilet paper again, but we will “stock up” on the things we still deem essential each week.

(1) “How the Coronavirus crisis is changing grocery shopping”

April
2020

major shift

From Sustainable to Regenerative

Minor
Shift

Major
Shift

April 2020
Sustainable fashion signs

From Sustainable to Regenerative

what it is

Demand is increasing for products with ingredients from regenerative practices (from leather belts to breakfast cereals) and a strong carbon story. Regenerative Travel is a thing now.

why it matters

Consumers will better understand, and expect, CSR and “sustainability” goals to include regenerative practices, carbon metrics, inclusivity, and ACTION towards modernizing and diversifying American (and other) farms and farming practices.

(1) “Move Over, Sustainable Travel. Regenerative Travel Has Arrived.”

major shift

From Clean Label to Carbon Neutral

Minor
Shift

Major
Shift

April 2020
Turquoise Square Outline

From Clean Label to Carbon Neutral

what it is

Major players in the global food and agriculture industries such as General Mills and PepsiCo are making bold, public claims in their carbon story. Cargill recently announced an initiative to advance regenerative agriculture practices over the next 10 years.

why it matters

Label information that people scrutinize is no longer just about the ingredients. Farming practices, manufacturing plant operations and policies, and other less tangible elements of the products and brands become part of the “better” equation.

(1) “Cargill to advance regenerative agriculture practices across 10 million acres of North American farmland by 2030”

major shift

Meatpacking is Having a MOMENT

Minor
Shift

Major
Shift

April 2020
Woman wearing mask at protest

Meatpacking is Having a MOMENT

what it is

Meatpacking dominated the news cycle so much that Midwest Center developed a comprehensive tracker to identify COVID’s impact on the meatpacking industry including, number of publicly reported cases, outbreaks at meatpacking sites, and deaths broken down by state.

why it matters

From operational and policy-driven reactions, to COVID outbreaks and overlap with the Black Lives Matter movement, the companies which supply meat to the public will continue to be under scrutiny.

(1) “Tracking COVID-19’s impact on meatpacking workers and industry”

major shift

From Resilient Bodies to Resilient Societies

Minor
Shift

Major
Shift

April 2020
Apple watch on workout app

From Resilient Bodies to Resilient Societies

what it is

“Since the coronavirus outbreak, people are increasingly shifting focus from ‘me’ to ‘we,’… As a result, the wellness industry is now looking beyond how the individual feels and towards how they exist in a society.” – Jemma Shin, WGSN

why it matters

As people think more and more about the health of society, sustainability, social movements, and climate impact could become part of the consideration set for a “healthy lifestyle.”

(1) “Staying Healthy at Home: How COVID-19 Is Changing the Wellness Industry”

major shift

From Depression to Despair

Minor
Shift

Major
Shift

April 2020
Woman looking at camera with mask

From Depression to Despair

what it is

When America’s Centres for Disease Control and Prevention (CDC) carried out a survey this summer, it found that one in ten of the 5,400 respondents had seriously considered suicide in the previous month — about twice as many who had thought of taking their lives in 2018. For young adults, aged 18 to 24, the proportion was an astonishing one in four.

why it matters

Signs about collective mental health are ominous — and many Americans cite financial insecurity for their depression and/or suicidal thoughts.

(1) “Will the economic and psychological costs of COVID-19 increase suicides?”

major shift

From the Individual to the Collective

Minor
Shift

Major
Shift

April 2020
Love your neighbor hat on man

From the Individual to the Collective

what it is

“In terms of understanding our interconnectedness,” Hirschberger says, “and understanding that problems that seem small now, but develop slowly over time can be dangerous and need to be stopped — I think that kind of realization could be a positive consequence of all of this.”

why it matters

People now recognize how much of their own well-being and way of life depends on others — and expectations for collective impact are rising. Finding alignment between purchases and purpose in life has never felt more important.

(1) “COVID-19 Is Traumatizing All of Us. How Will We Cope After It’s Over?”

major shift

Dating Alone

Minor
Shift

Major
Shift

April 2020
Red Lined Square Heart in Middle

Dating Alone

what it is

Online dating was up 82% during early March when states rolled out stay-at-home orders. Many virtual dating platforms had video chatting capabilities, but as a result of COVID, apps like Hinge added pop-up reminders that “70% of Hinge members would be up for a phone or video call right now…”

why it matters

Many online daters now prefer getting to know someone online (COVID or no COVID) before an in-person date as a way to check for chemistry and initial attraction.

(1) “Why the coronavirus might change dating forever”

(2) “Coronavirus has changed online dating. Here’s why some say that’s a good thing”

major shift

From Chill to Party

Minor
Shift

Major
Shift

April 2020
TV remote pointed at screen

From Chill to Party

what it is

Netflix (Party) and Disney+ (GroupWatch) launched ways to stream their content together but alone.

why it matters

Online streaming platforms quickly added video and “group” or “party” functionality. Long-term, these changes could impact the sharing economy — for example, people gather together in-person to watch movies streamed and projected on walls and garages instead of going to movie theaters.

major shift

From Private Schools to Pods

Minor
Shift

Major
Shift

April 2020
Solid Light Purple Circle

From Private Schools to Pods

what it is

Many people are figuring out how to homeschool pods. For example, if the school districts won’t be prepared, people are taking matters into their own hands (and wallets).

why it matters

Conversations about “learning equity” are gaining in momentum as wealthier families are able to switch schools and/or pay for their own solution.

(1) “Will Learning Pods Be Only for the Rich?”

major shift

From In School to Home School

Minor
Shift

Major
Shift

April 2020
Child on iPad

From In School to Home School

what it is

By March 25, 2020, all public-school buildings were closed in the U.S. “At their peak, the closures affected at least 55.1 million students in 124,000 U.S. public and private schools.”

why it matters

The U.S. education system did not have a plan for a pandemic. Instead, various public and private schooling systems operated differently — from solutions like hybrids and outdoor programs to kids at home every day. Speculation abound regarding the effect on U.S. schoolchildren for the long term.

(1) “Map: Coronavirus and School Closures in 2019-2020”

(2) “The Coronavirus Spring: The Historic Closing of U.S. Schools”

major shift

From Doctor's Office to Dining Room

Minor
Shift

Major
Shift

April 2020
Red Lined Square

From Doctor's Office to Dining Room

what it is

According to McKinsey Insights, “COVID-19 has caused a massive acceleration in the use of telehealth.” The shift to online healthcare appointments spiked from 11% of U.S. consumers in 2019 to 46% in 2020, with 76% interested in using telehealth in the future.

why it matters

Telemedicine is here to stay. Acceleration of technology in this area could drastically change the face of access to healthcare.

(1) “Telemedicine transforms response to COVID-19 pandemic in disease epicenter”

(2) “Telehealth: A quarter-trillion-dollar post-COVID-19 reality?”

 

major shift

An Era of Acceleration

Minor
Shift

Major
Shift

April 2020
Person biking in city

An Era of Acceleration

what it is

Life is on pause in some ways; in others, we’ve hit warp speed. Pandemic life — spending months with only family or alone — intensifies relationships and reflection. We reexamine life choices and change our orientation to available paths through the world.

why it matters

While people double down on identity and navigate new tech, small trends become major movements. People surer of themselves and what they want will shop accordingly, expecting information at their fingertips to aid them in making confident decisions.

major shift

Anything That Can Be Tried Online HAS Been Tried Online

Minor
Shift

Major
Shift

April 2020
Person Facetiming on laptop

Anything That Can Be Tried Online HAS Been Tried Online

what it is

“Zoom sales jumped 169% year-on-year in the three months to 30 April to $328.2m, as it added more than 180,000 customers with more than 10 employees since January — far more than it had expected.”

why it matters

That meeting that should have been an email? Now it is. That meeting that can be done via video? Now it is. People are figuring out which parts of their jobs and industries can be done remotely, and for which parts they need people on-site.

(1) “Zoom sees sales boom amid pandemic”

major shift

From Call "Your Guy" to DIY

Minor
Shift

Major
Shift

April 2020
Couple holding hands painting room

From Call "Your Guy" to DIY

what it is

People are staying home and doing more DIY projects during the pandemic, seeking out more “how to” searches. According to Google Trends, the search term “how to” spiked from 75% peak popularity in March to 100% peak popularity in April.

why it matters

COVID-19 has caused a shift in going to others for a service versus bringing the experience to our own home. People are learning new skills and becoming resourceful, and retailers who cater to DIY will continue to see boosted sales.

(1) Google Trends, April 2020

major shift

Comfort Food to Comfort Baking

Minor
Shift

Major
Shift

April 2020
Baking supplies and ingredients

Comfort Food to Comfort Baking

what it is

In April, search terms about how to bake banana bread were up 54% worldwide according to Google Trends. Tutorials for making different kinds of bread, including “cloud bread,” went viral on TikTok.

why it matters

As they become more familiar with baking, consumers will diversify their tastes — seeking out flours and other baking materials that align with their values. There is a growing story about the stability of the supply chain and potential power of the domestic U.S. milling industry.

(1) “Every Person I Know Is Baking Banana Bread In Lockdown”

May
2020

major shift

From Global Citizen to Local Champion

Minor
Shift

Major
Shift

May 2020
Yellow Circle Empty Center

From Global Citizen to Local Champion

what it is

Travel restrictions reduced the geography of shopping. Take-out and delivery were the only options available, and people wanted to support their neighbors. 75% of Americans are planning to make a bigger effort to support small as businesses reopen.

why it matters

People are dedicated to shopping local to support their neighbors and local economies, and — in communities activated with social movements — they are also often seeking out minority-owned businesses.

(1) “How Americans are supporting small businesses during the coronavirus crisis”

major shift

Black Lives Matter... to Brands

Minor
Shift

Major
Shift

May 2020
Person making latte

Black Lives Matter... to Brands

what it is

Large companies are taking action for BLM. Glossier announced it has set aside $500K as grants for Black-owned beauty businesses. Designer Aurora James launched the 15 Percent Pledge that calls on corporations to commit to making 15% of the products they stock come from Black businesses.

why it matters

Social movements raise awareness of the depths and details of systemic racism, causing consumers to demand equity measures and to support Black and other minority-owned brands. In Minneapolis, a riot-recovery fund focuses on BIPOC owned businesses.

(1) “Helping minority small businesses get back on their feet.”

major shift

From Abundance to Scarcity

Minor
Shift

Major
Shift

May 2020
Empty shelves with purchase limit sign

From Abundance to Scarcity

what it is

From food and travel to careers and social activities, our choices shifted from accessible, reliable and autonomous, to limited, unstable and often predetermined. 49% of Americans are worried their finances will be “severely affected.”

why it matters

The world shrank geographically (for those with stay-at-home orders and border closings) and metaphorically (as availability of activities, buying options and relationships were cut off). Long-term impacts on business revenues and individual income generation are yet to be seen.

(1) “COVID-19 Fears”

major shift

From Brick and Mortar to Buying Online

Minor
Shift

Major
Shift

May 2020
Solid Light Purple Square

From Brick and Mortar to Buying Online

what it is

“The way we shop advanced 10 years in two months.” Online sales as a percentage of retail grew 27% in Q1 of 2020 as compared to just over 10% growth in the past 10 years.

why it matters

As brick-and-mortar stores were closed, those who could already (or quickly) deliver an online experience had a better chance of surviving. Consumers are now used to buying online from more retailers, and they see the benefits in convenience and safety.

(1) Facebook IQ source: Bank of America, US Dept. Commerce, ShawSpring Research (via WARC), US only, May 2020.

major shift

From Quarantine to QuaranTEAM

Minor
Shift

Major
Shift

May 2020
Dark Purple Lined Circle

From Quarantine to QuaranTEAM

what it is

Epidemiologists, recognizing need for social connection, created rules and guidelines for safely forming pods. Pods occur among a few individuals who agree to see only each other, and are therefore able to interact without following social distance guidelines.

why it matters

How we think of social circles has changed — the boundaries are rigid, not as fluid. Words like “pod” and “team” are changing how we think about our friends and family. People seek occasions where they don’t have to wear a mask.

(1) “The Do’s and Don’ts of ‘Quarantine Pods'”

major shift

From Fresh to Frozen… and Back Again?

Minor
Shift

Major
Shift

May 2020
Man shopping in empty freezer section

From Fresh to Frozen… and Back Again?

what it is

Google searches for “chest freezer” increased 500-3500% in April – August 2020.

why it matters

Beginning stages of the pandemic saw (Americans in particular) buying frozen foods in record numbers. The pendulum has shifted with the conversations about healthy living to re-focus attention on fresh.

(1) “Frozen Meals Are The New Comfort Food During The Coronavirus Outbreak”

major shift

From Sweat Together to Sweat Alone

Minor
Shift

Major
Shift

May 2020
Person lifting dumbells at gym

From Sweat Together to Sweat Alone

what it is

As gyms re-opened, people returned for the expertise and social experiences. At the same time, “purchases of home fitness equipment from big-ticket items like treadmills to more basic equipment like dumbbells spiked in the last quarter.”

why it matters

During the pandemic, people figured out how to get a workout at home, and some will prefer to keep at least a part of their weekly fitness routine online.

(1) “COVID-19 has changed how people exercise, but that doesn’t mean gyms are going away”

major shift

From Trusting our Systems to Experiencing Their Breakdown

Minor
Shift

Major
Shift

May 2020
Woman Black Lives Matter arm raise

From Trusting our Systems to Experiencing Their Breakdown

what it is

The 2008-2009 recession eroded trust in institutions, creating fissures ignored for a decade. Under pandemic pressures, they have become fractures. We are collectively witnessing as interconnected systems — from healthcare and education to food supply and travel — break down.

why it matters

People question and scrutinize not only politicians, but also the leaders in science, healthcare, food supply and other government departments who must keep global systems running. Transparency has never been more important.

(1) Trust in Civil Society: Understanding the factors driving trust in nonprofits and philanthropy; Independent Sector

major shift

From Tell Me to Prove It

Minor
Shift

Major
Shift

May 2020
Human-oriented company post-it note

From Tell Me to Prove It

what it is

“While many companies are speaking out because they know the costs of silence are high, they’re discovering that the costs of ‘woke washing’ … can be high, too … Whole Foods, Pinterest, and Adidas have all seen public complaints from current and former employees that corporate statements of solidarity glossed over internal inequities.”

why it matters

People are demanding transparency — not only on labels, but about business practices. Expectations for how things are made and how people are treated have shifted.

(1) ““Woke-Washing” Your Company Won’t Cut It”

major shift

From Polarized Politics to Polarized Realities

Minor
Shift

Major
Shift

May 2020
Fight today for a better tomorrow sign

From Polarized Politics to Polarized Realities

what it is

World issues are not “becoming politicized” — they are falling in line with already polarized sources of information.

why it matters

Trust is fragmented, fragile and eroded — so we turn inward to our own criteria for evaluation. More and more, the way Americans approach “politics” will become the way we approach everything.

(1) Trust in Civil Society: Understanding the factors driving trust in nonprofits and philanthropy; Independent Sector

major shift

From Surrounded to Solo

Minor
Shift

Major
Shift

May 2020
Man sitting at cafe alone

From Surrounded to Solo

what it is

We’re close to our closest — it’s the rest of the world that we miss. “COVID has robbed us of impromptu contacts that help keep us happy.”

why it matters

Long-term impacts of the breakdown of our social networks through isolation and the seismic shift to working from home could be severe. Humans can lose the ability to empathize as they only interact in meaningful ways with their closest kin.

(1) “The value of talking to strangers — and nodding acquaintances”

major shift

From Social Circles to Social Movements

Minor
Shift

Major
Shift

May 2020
Climate change protestors

From Social Circles to Social Movements

what it is

As systemic racism and climate change begin to dominate the global political landscape, smaller social movements also gain speed. Given the technology to connect decentralized community members, social circles can grow and flourish in the spaces created by the pandemic “pauses.”

why it matters

From people organized around regenerative agriculture to mutual aid and redesigning the U.S. healthcare system, social circles are growing into movements that aim to transform supply chains, public policy and wealth distribution.

(1) “Support for Black Lives Matter has decreased since June but remains strong among Black Americans”

June
2020

major shift

The Age of The Great Evaluators

Minor
Shift

Major
Shift

June 2020
Woman studying on laptop

The Age of The Great Evaluators

what it is

Our lives may have paused, but our emotional and cultural changes have only accelerated, prompting us to focus on what really matters to us individually — identifying the things and experiences that give life meaning.

why it matters

We live in a “deliberation loop” instead of just following our habits. The increase of people wanting to match purpose to purchase means demand for information — transparency and traceability — will continue to grow.

(1) “In a Post-Pandemic World, Is Trust the New Consumer Currency?”

major shift

The Re-Emergence of the Great Outdoors

Minor
Shift

Major
Shift

June 2020
Person walking in woods

The Re-Emergence of the Great Outdoors

what it is

American state parks are experiencing anywhere from a 36-100%+ increase in visitors from the same months a year ago. And Marriott reports, “our travel experts are seeing a 283% increase in searches for ‘Environmental Travel.'”

why it matters

In this golden era for the Outdoors, people realized the positive impact time outside has on mental health. Protecting and conserving green spaces, and issues around land usage and rights, may start to become bigger policy conversations for the public.

(1) “Camping at Pennsylvania state parks ‘going through the roof’ as coronavirus restrictions ease”

(2) Marriott Email, Sept 24, 2020

major shift

From "Breaking the Glass Ceiling" to "Dusting the Ceiling Fan"

Minor
Shift

Major
Shift

June 2020
Woman holding two children and iPad

From "Breaking the Glass Ceiling" to "Dusting the Ceiling Fan"

what it is

Among working heterosexual couples with children, an increase in housework and childcare caused mothers to reduce their working hours 4-5 times more than fathers, concluding that “the pandemic made the gender gap in work hours 20-50% worse.”

why it matters

Women forced to cut work hours could lose out considerably on career opportunities, resulting in a huge loss of earning potential from an individual perspective and fewer women in key leadership positions from an organizational perspective.

(1) “How The Pandemic Has Exacerbated The Gender Divide In Household Labor”

major shift

The Modern Workforce is Here, the War for Talent is Coming

Minor
Shift

Major
Shift

June 2020
Two women working

The Modern Workforce is Here, the War for Talent is Coming

what it is

The job market for new college grads is the worst it has been since the 2008 recession. There are more applicants for each open job position and because of substantial layoffs, new grads are also competing with more experienced candidates.

why it matters

As each job matters more, the competition to fill it with the best and brightest will intensify. Creative thinkers, innovators, pivoters, strategists and go-getters will win. Our ideas of “what is talent?” will shift outside the box.

(1) “New college grad job outlook is more competition and lower pay”

major shift

From Body to Mind

Minor
Shift

Major
Shift

June 2020
Don't give up you matter signs

From Body to Mind

what it is

“During June 24–30, 2020, U.S. adults reported considerably elevated adverse mental health conditions associated with COVID-19. Younger adults, racial/ethnic minorities, essential workers, and unpaid adult caregivers reported having experienced disproportionately worse mental health outcomes, increased substance use, and elevated suicidal ideation.”

why it matters

People are becoming acutely aware of how elements of the pandemic (from the news to symptoms, testing, and personal diagnosis) impact mental health.

(1) “Mental Health, Substance Use, and Suicidal Ideation During the COVID-19 Pandemic — United States, June 24–30, 2020”

July
2020

major shift

More and Better for Less (On Steroids)

Minor
Shift

Major
Shift

July 2020
Person holding boxed water

More and Better for Less (On Steroids)

what it is

As we live in a world of (perceived) scarcity, people’s expectations are rising for pricing, value and values. The old marketing trope of “More for Less” must also now include some indicators of “better.”

why it matters

From Whole Foods to Walmart, expectations for what “better” means are rising — and transparency is king in communicating these factors about every practice of how a brand gets things done, no matter the price point of the product.

(1) “Consumers seek transparency online and in-store: FMI and Label Insight study”

major shift

From Hotels to Houses (On Wheels)

Minor
Shift

Major
Shift

July 2020

From Hotels to Houses (On Wheels)

what it is

RV sales are skyrocketing amid lockdown ending. Twenty percent of U.S. residents surveyed have become more interested in RV travel than flying, tent camping, cruises and rental stays amid coronavirus concerns.

why it matters

Rediscovering the joys of road and camping trips, and thinking twice before paying for airplane tickets, may change travel for a long time. And the companies that support travel are changing as well — airline change fees are gone for good and our expectations of “better service” are also here to stay.

(1) “RV makers are seeing surging demand as stay-at-home orders lift and some companies are struggling to keep up”

August
2020

major shift

From Always On to Slowing Down

Minor
Shift

Major
Shift

August 2020
Hand throwing phone up

From Always On to Slowing Down

what it is

One in 5 Americans (20%) say they’ve taken breaks from social media because of tensions surrounding current events this year.

why it matters

At the beginning of the pandemic, people turned to their screens for everything — we worked, schooled, exercised, entertained ourselves and others, and consumed news from screens at a frenetic pace. Now, the “social media diet” and time off-grid are coming back into vogue.

(1) “Americans are adjusting their use of social media platforms amid COVID-19 pandemic”

major shift

From Urgent Care to No Care

Minor
Shift

Major
Shift

August 2020
Bottle of medicine

From Urgent Care to No Care

what it is

The NYT reported in August that due to a deeply rooted fear of hospitals, Mexicans are delaying COVID treatment until their cases are so severe, there is little doctors can do to help them. This creates a vicious cycle that further perpetuates this fear.

why it matters

Cultural fears of hospitals and doctors in Mexico are accelerating, leading to poor health outcomes. The question is whether, around the world, people will return to holistic and homeopathic care — remembering all the ailments for which they don’t need a doctor.

(1) “‘I’d Rather Stay Home and Die'”

(2) “With emergency visits down 42%, US hospitals reeling from COVID-19”

Schools Open

September
2020

major shift

Hunger for Stability

Minor
Shift

Major
Shift

September 2020
Man kissing child

Hunger for Stability

what it is

Small indicators of stability are re-entering human life. For example, searches about the weather are more popular again than searches about the virus on Google.

why it matters

Joe Biden’s presidential campaign seized on our hunger for stability early — “Build Back Better” refers not just to the virus, but also the fissures in many social systems.

(1) Google Trends: Coronavirus Search Trends

major shift

Black Lives Matter... to XYZ

Minor
Shift

Major
Shift

September 2020
Black lives matter arm symbol

Black Lives Matter... to XYZ

what it is

BLM support surged in June as multiple events of police brutality took over headlines. By September, 49% of U.S. adults said “the country hasn’t gone far enough when it comes to Black people having equal rights with White people, up from 45% in early 2019.” – Pew

why it matters

Support for BLM shifts with prevalence in the news, and across racial and party lines. For Democrats/leaners, “78% say the country hasn’t gone far enough,” while only 17% of Republicans/leaners say the same. Black Americans saying this is the case have risen from 78% to 86% since 2019.

(1) “Amid National Reckoning, Americans Divided on Whether Increased Focus on Race Will Lead to Major Policy Change”

major shift

From Panic to Preparation

Minor
Shift

Major
Shift

September 2020
Don't panic spelled out

From Panic to Preparation

what it is

Initial phases of the pandemic saw increased levels of panic buying, anxieties that school systems didn’t have alternative plans, and general frustration that the federal government didn’t have pandemic contingency plans.

why it matters

From grocery shopping and airline travel to healthcare and school systems, people’s expectations have risen around established safety knowledge and protocols, and for how the institutions around us should and could be better prepared for whatever comes next.

(1) “Beyond reopening schools: How education can emerge stronger than before COVID-19”

October
2020

major shift

Class Divides Made Visible

Minor
Shift

Major
Shift

October 2020
Tents downtown

Class Divides Made Visible

what it is

Life for the poor and the wealthy can differ greatly during a pandemic — there are school quaran-pods and vacations for the wealthy and lines at food shelves and kids on screens for others. Homelessness is more visible as homeless encampments have popped up all over cities such as Minneapolis, Philadelphia and Seattle.

why it matters

Mutual aid has grown in popularity, whether it’s through supplying funds or volunteering. People want — and see the need — to directly support their communities.

(1) “Study finds rise in Minnesota’s homeless population as local shelters see jump in demand amid coronavirus crisis”

(2) “In Twin Cities, Mutual Aid Groups Surge after George Floyd Murder”

(3) “As Coronavirus Deepens Inequality, Inequality Worsens Its Spread”

major shift

From Supreme Court to the Streets

Minor
Shift

Major
Shift

October 2020
Ruth Bader Ginsburg quote My most fervent wish

From Supreme Court to the Streets

what it is

The confirmation of Amy Coney Barrett on a strictly partisan vote by the U.S. Senate brought a conservative lean to the U.S. Supreme court eight days before a presidential election — after 60 million Americans had already voted.

why it matters

The deep divide in American party politics and representation in 2020 signal how – no matter the result of the Count – half the country won’t like it. Battles in the government about whether to expand the court and protests in the streets on major looming and anticipated cases are likely to grow.

(1) “Senate Confirms Barrett, Delivering for Trump and Reshaping the Court”

major shift

The Kids are Not Alright?

Minor
Shift

Major
Shift

October 2020
Child pulling down window blinds

The Kids are Not Alright?

what it is

“We are seeing more kids for mental health concerns in the pediatric (emergency department) and on our inpatient unit,” said Poncin, an assistant professor of clinical child psychiatry at the Yale School of Medicine. “Those who live in homes where preexisting acrimony was present were the earliest to show up.”

why it matters

It is yet to be seen what the long-lasting effects of so much uncertainty will have on children around the world. Some theories posit that children will come out of this time more resilient — but fears that parents talk about can heighten pre-existing conditions of anxiety and depression.

(1) “Experts: Child anxiety, depression heightened during COVID pandemic”

November
2020

major shift

From Traceable Product to Traceable Everything

Minor
Shift

Major
Shift

November 2020
Person taking picture of donuts

From Traceable Product to Traceable Everything

what it is

European grocery retailers Lidl, REMA 1000, Leclerc and Intermaré have announced they will include new systems for labeling, including origin of ingredients and other certifications.

why it matters

The acceleration of technology like blockchain, and apps holding databases of ingredient information, will continue to meet — and elevate — consumer expectations for trusted (read, certified) information about the products they purchase.

(1) Mintel, Private Label Transparency, May 7, 2020

Election
major shift

From Protest to Policy

Minor
Shift

Major
Shift

November 2020
I can't breathe sign protest

From Protest to Policy

what it is

A quote from the Washington Post – “Polls now show a large bipartisan majority of Americans support the protests.” – could be used to describe MANY kinds of protests in the last year in the U.S.

why it matters

Along with the shift in party, the US election brings a shift in American and global expectations. Those who marched (red or blue) will continue to pressure the new administration to adopt more progressive – or less progressive – policies.

(1) “As big corporations say ‘black lives matter,’ their track records raise skepticism”

major shift

From Offshore to Onshore

Minor
Shift

Major
Shift

November 2020
Boxcar yard aerial view

From Offshore to Onshore

what it is

“The COVID-19 crisis has exposed the lack of visibility many organizations had into their offshore suppliers and manufacturers, leading to a call for greater supply chain resilience and traceability.”

why it matters

A “call for greater traceability has led many businesses to consider moving pieces of their supply chain to local regions — for U.S. companies, that means back to North America.”

(1) Oracle NETSUITE, Localizing Your Supply Chain, www.netsuite.com, October 2020

major shift

From Home School to Hybrid School

Minor
Shift

Major
Shift

November 2020
Child reading book and wearing mask

From Home School to Hybrid School

what it is

Various types of schools and facilities are filling the gaps in every day programming for kids learning. One example – YMCA Camps in Minnesota are offering Wi-Fi for adults and outdoor education programs for kids to make up a new “family campus” program.

why it matters

New learning environments and experiences have the potential to change the way people choose to educate their children – and also change the way those children learn. An entire generation of online and outdoor learners has the potential to impact their perspectives and skills in later life.

(1) “YMCA Family Campus at Camp Icaghowan, Camp Northern Lights and Camp Du Nord”

December
2020

major shift

From Charming to Chain Restaurants

Minor
Shift

Major
Shift

December 2020
Sorry we're closed sign

From Charming to Chain Restaurants

what it is

Restaurant sales were down 34% in August 2020, on average. 40% of operators think it is unlikely their restaurant will still be in business six months from now if there are no additional relief packages from the federal government. At least 100,000 restaurants will close in 2020.

why it matters

Reductions on this anticipated scale would transform the landscape of the service industry from a two trillion dollar engine into something much smaller – and would disproportionally affect small independent restaurants.

(1) “100,000 Restaurants Closed Six Months into Pandemic”

major shift

From Gender Gap to Gender Chasm

Minor
Shift

Major
Shift

December 2020
Woman holding newborn

From Gender Gap to Gender Chasm

what it is

The pandemic has caused the gender gap to worsen considerably for women. Women have lost their jobs at considerably higher rates than men, and 1 in 4 women (1 in 3 mothers) are considering scaling back or quitting their jobs altogether.

why it matters

Gender equality tends to correlate with more stable relationships, so for those relationships where the gender gap has worsened, it presents a significant threat to the romantic relationship – thus impacting the family unit.

(1) “Pandemic Will ‘Take Our Women 10 Years Back’ in the Workplace”

(2) “Managing the Gender Gap: How Marketers Can Cater to the Changing Needs of Women During COVID-19”

(3) “Covid-19 Explodes the Myth That Women ‘Opt’ Out”

major shift

From Having it All to Not Having Children

Minor
Shift

Major
Shift

December 2020
Working woman on computer

From Having it All to Not Having Children

what it is

According to the National Women’s Law Center, women experience a decline in their earnings after having children – but no such decline is found for men who have children. In fact, mothers earn 70 cents for every $1 fathers earn, which amounts to a discrepancy of $16,000 per year.

why it matters

Women could reconsider having children – or delaying that decision – because of the potential for career ramifications.

(1) “Women’s earnings drop after having a child—but men’s do not”

January
2021

major shift

From Walk-ins Welcome to Reservations Only

Minor
Shift

Major
Shift

January 2021
Empty restaurant table

From Walk-ins Welcome to Reservations Only

what it is

Reservations, wait-lists, menus and payments become digital as restaurants consider capacity and distance. For example, a new feature on Resy allows guests to virtually add themselves to the restaurant’s waitlist if they’re within close proximity – reducing crowding.

why it matters

The way people plan to dine out has permanently changed – and now restaurants have a more efficient way of predicting things like crowding and their revenue streams, making it easier to staff and order food efficiently.

(1) “Here’s how restaurant reservations are changing in the wake of COVID-19”

major shift

Where's the Beef From?

Minor
Shift

Major
Shift

January 2021
Cow in field

Where's the Beef From?

what it is

The organic meat segment’s “dollar growth is increasing faster than any other on-pack claim and four times more than the total meat category.” Grass-fed beef is poised to grow by $14.5 billion by 2024. Some small producers saw demand double during the pandemic.

why it matters

The public gets savvy about sourcing – from tracing ingredients to tracking carbon. We’re interested in both the ingredients of what we eat AND of what our food eats. The supply chain of smaller producers is stable, and often safer.

(1) “Organic meat demand continues to grow”

(2) “As COVID-19 Disrupts the Industrial Meat System, Independent Processors Have a Moment to Shine”

major shift

From Support to Suspension

Minor
Shift

Major
Shift

January 2021
Solid Turquoise Circle

From Support to Suspension

what it is

The suspension of President Trump’s social media accounts set off a tidal wave of breakages, from corporations ceasing political donations to cities cancelling contracts.

why it matters

These “temporary measures” could leave space for companies to re-think their policies on everything. Will they cease to make political donations in the future? What are the new “Community Guidelines” to be enforced?

©2021 broadhead operating llc. | Privacy Policy