5 factors that will drive post-pandemic consumer behavior


If I have been a budding founder construction a product in early 2021, my first attention can be timing. What will the arena seem like within the subsequent 6, 12, and 24 months? Where will my product have compatibility within the new context? Will it?

When challenge capitalists make a decision whether or not or to not put money into you, timing is some of the refined standards to evaluate. Often, the laborious query isn’t whether or not a generation or a product will disrupt an business, however when that will happen.

A key side here’s the friction that product will face when bringing it to the marketplace; for instance: whether or not consumers will need to considerably exchange their behavior to undertake that new product. With COVID-19 inflicting probably the most dramatic adjustments to human behavior in our lifetime, some consumer developments were wildly sped up, whilst others have emerged all of a sudden. This by myself has altered the period of time many merchandise will wish to grow to be mainstream (or disappear).

So, if I have been a founder about to construct a product in early 2021, I might ask myself two questions, on this order:

  • Is this an issue that is price a decade of my lifestyles?
  • Will the following 2-Three years be the precise time to deliver this method to the marketplace?

The 2nd query is probably the most related in assessing the chance of my luck. Nobody can decide precisely the place we will be in a 12 months, however there are issues about customers and the pandemic that we all know evidently lately. For instance, that it will take a long time to expand inhabitants immunity by means of the vaccine, that means many “pandemic” behaviors will proceed to make stronger. Also, the method will take other lengths of time in each and every nation, relying on their distribution functions and the population’s eagerness to get vaccinated.

When we challenge those into the longer term, we will perceive what the markets would possibly seem like.

So listed below are some consumer behaviors that I be expecting to peer going down over the following two or 3 years, and the way founders can create merchandise that are in cohesion with the ones developments.

 The Ok-shaped restoration

The financial system will especially suffer in emerging economies. The restoration has required nations to abruptly increase their debt, which will need to be repaid someday. Regardless of whether or not you’re construction a B2C or B2B, take note of the unemployment fee of the marketplace you will goal. An financial system that can briefly create jobs will quickly go back to earlier intake ranges, and it will step by step pay off its debt due to tax assortment. That will be the case within the United States. But it would now not occur in different nations that have historically been depending on industries that were seriously hit (and gained’t straight away leap again), like tourism. For instance, in Mexico, tourism represents almost 10% of GDP. It will take a little time prior to the ones nations get again to earlier ranges of intake.

When it involves customers, we will almost certainly be expecting a Ok-shaped restoration, the place some customers will do neatly and a few others gained’t, relying on their jobs. For example, this disaster could be lengthy sufficient to kill eating places or accommodations that were seriously hit. But on the identical time, meals supply firms will be accelerating their expansion; the hot luck of Instacart is a great instance.

 Remote paintings

Sir Arthur C. Clark’s prediction greater than 50 years in the past is in spite of everything going down: Men will no longer commute, they will keep up a correspondence. If this visionary is true, towns and suburbs will be other transferring ahead. We are seeing numerous buzz round founders and corporations leaving Silicon Valley for Miami or Austin.

Large firms have already introduced that their staff will proceed to WFH past the rollout of the vaccine, and many of us who’ve relocated throughout the pandemic gained’t be dashing again to overcrowded and overly pricey towns.

This can best be just right information for the startup international, as innovation isn’t a zero-sum sport: The energy and distinctiveness of Silicon Valley is appropriate with new hubs stoning up in different geographies, almost certainly with a distinct DNA and focal point.

For example, in case you are construction a startup that additionally objectives consumers in Europe and Latin America, I will not assume of a higher hub than Miami in this day and age. The maximum figuring out issue when deciding the place to find your startup is in most cases the positioning of your staff and your consumers—but when your staff is now operating far flung, you’ll best have to consider being inside of achieve of your consumers (and handle just right staff conversation).

If many roles are not hooked up to towns, possibly socializing will be the principle reason why to pay prime rents within the metropolis. Business journeys? I might consider myself making much less, however on reasonable extra significant, work trips, which means that I will be prepared to pay increased for the ones few work trips.

What does this imply for brand new marketers? For the ones having a look at actual property, they’ll wish to consider long run adjustments within the good looks of (former?) industry districts and inner-city residential spaces. For the ones into vacations and recreational, they is also having a look at much less call for however higher-paying consumers. And as we spend extra time at house, I be expecting to peer numerous innovation on this house: We are already witnessing fitness at home exploding as a brand new class, and gardening becoming part of our routine.


David Rubenstein, founding father of mythical non-public fairness company Carlyle, stated that he not too long ago discovered how fragile life may also be. I imagine the shoppers in Western economies now really feel extra susceptible than they did in 2019 and will pay extra consideration to well being and prevention (for them and their family members).

We’ll almost certainly get started tough extra equipment and products and services that permit us to trace our well being—corresponding to wearable units—for now not simply our bodily but in addition our psychological health. The identical is going for merchandise that attach customers with sooner, inexpensive, and extra obtainable healthcare, just about or in particular person. This comprises generation that permits us to proportion our well being knowledge simply, facilitate analysis, and even make stronger self-diagnoses.

But don’t prevent at human well being: There are over 100 million cats and canines within the United States. Don’t in addition they deserve some consideration? There is super price to be unlocked from wearables within the puppy house. Now fit the knowledge coming from puppy wearables with predictive analytics and also you will get a complete new business: puppy’s telehealth and insurance coverage.

Digital fluency

Digital fluency is successfully working out and using virtual equipment. Throughout the pandemic, industry, colleges, and folks may proceed their lives, no less than to a definite extent, due to digitalization. The no-code motion is stronger than ever, permitting non-specialized customers to construct and release virtual merchandise with out an engineer of their founding staff. I be expecting to peer an impressive wave of innovators who in the past had a barrier to release virtual merchandise now thriving.

Technologists are extra bullish than ever, as their merchandise have confirmed an important to conquer this disaster (may you consider bitcoin changing gold as a safe-haven asset? The international’s biggest asset supervisor now says yes). But for such disruptive generation to reach its complete doable, we wish to shut the gaps in virtual fluency and accessibility. That will require true get right of entry to for populations who don’t have the sources, connectivity, or schooling to faucet into the latest applied sciences. It additionally method we’ll almost certainly pay extra consideration to methods and apps that can ease much less acquainted customers—the aged, for instance—into digitalization, with more straightforward interfaces or coaching equipment. In the following decade, I imagine we will see get right of entry to to the web become a human right.


It took humankind a few centuries to grasp that there is just one planet, however largely we finally got our head around it. However, as sources and wealth aren’t uniformly disbursed, the ones economies that can find the money for it will almost certainly totally include sustainability sooner.

The shift in opposition to a extra sustainable financial system is occurring from each the highest and the ground of the intake pyramid. From the call for aspect, customers are already tough firms to include this variation. From the availability aspect, firms are responding.

But most likely extra importantly, those that are making an investment huge swimming pools of capital, corresponding to pension budget, are tough that cash managers corresponding to private equity firms (together with challenge capitalists) put money into a extra sustainable financial system. If you’re construction a virtual product, my guess is that, in a couple of years’ time, customers will ask you to proportion how a lot power it takes to run it on their mobile phones. The code of the future will be environmentally friendly, or it gained’t ultimate. So, in case you are elevating challenge capital in 2021, make sure to have an have an effect on on no less than some of the 17 UN Sustainable Development Goals, and also you’ll build up your chance of having funded.

 Andy Areitio is a spouse on the early-stage fund at TheVentureCity, a brand new challenge and acceleration style that is helping numerous founders reach world have an effect on.


Please enter your comment!
Please enter your name here