Customers prioritize connection, home and wellness while moving into a “next normal”

In the last several months, communities have been creating new routines, adapting to social-distancing restrictions and advocating for urgent social change. Though the future remains unknown, our customers are finding ways to move forward—with an emphasis on connection, wellness, and a desire to get back to work.

Since February, Nextdoor has seen a 140% increase in neighbor connections across the platform, echoing the importance of community during this crisis. Neighbors aren’t just checking in on each other; they’re sharing information, swapping goods and hiring each other for services. As Walgreens Boots Alliance CMO Vineet Mehra noted recently, “Your neighbor’s health and wellness directly correlates to the health and wellness of your block.”

Residents, businesses, public agencies and others have shared with us what they’ve learned during the pandemic and what they’re doing now. Whether it’s investing in home offices or spending more time on wellness and creativity, it’s clear people are remaining close to what’s near and familiar: their homes, revised routines and things that bring them happiness, health and a sense of purpose.

A look at how customer behavior is evolving: 

Self-care matters…for body and mind.

While the early days of quarantine may have yielded more baked goods than workouts, consumers are reprioritizing their mental and physical health. 

Mindfulness apps like Calm and Ten Percent Happier are offering resources to help with anxiety. Another app, Headspace, is giving free access to healthcare professionals. Online learning platform Coursera is offering 100 courses for free, including the popular Yale University course “The Science of Well-Being.”

Online therapy is also on the rise, as more consumers navigate healthcare from home. As for physical activity, biking has become so popular that there’s a nationwide bicycle shortage. Recent coronavirus research from GlobalWebIndex (GWI) finds that 27% of consumers plan to exercise more frequently at home now and after the crisis, making health- and wellness-related items a priority.

Customers are preparing to work from home for the foreseeable future. 

As companies extend work-from-home orders, consumers are spending time and money to ensure they have the right tech and equipment for the job. Nextdoor’s neighbor-to-neighbor selling platform has seen an uptick in items like desks, monitors and office chairs. The Washington Post reports that Overstock.com’s sales of home office furniture are up more than 100%. 

Outside of work, more time at home—particularly in summer—means an increased need for outdoor gear like patio furniture, grills and other items to keep everyone happy, especially kids who no longer have school or summer camps to attend. 

Creativity is brightening our day-to-day.

From innovative videos to homemade facemask fashions, creativity has emerged throughout the crisis. Consumers are looking for new ways to express themselves; the last few months have seen a rise in livestreaming and apps that allow users to connect and stretch their creative muscles, like TikTok and Twitch.  

People are also expressing creativity through food. A recent study found 54% of Americans are cooking more than they did before the pandemic, with 34% say they’re using recipes more often. Restaurants looking to survive have adapted by adding grocery items and meal kits to their menus.

Customers crave normalcy—and a little escapism.

As weeks of quarantine have turned into months, the era of unruly grooming habits and fading hair color is, well, fading. Some salons are offering Zoom tutorials and “virtual haircuts” to clients who aren’t ready to leave home. Consumers are purchasing grooming supplies. Many women are embracing a more natural look and changing their spending habits.

At the same time, consumers are binge-watching across platforms as a way to escape and entertain themselves. GWI reports that 52% of consumers were streaming more TV shows and movies in May. Many gaming platforms have seen growth during the pandemic, with Animal Crossing, MLB The Show 20 and EA’s FIFA 20 breaking records for game sales.

And people aren’t just looking for routines at home: GWI research also finds that 85% of consumers either approve of, or are impartial to, brands carrying on with advertising.

Even with technology, in-person connection is essential.

Most importantly, connecting with others has become paramount in these last few months. We’re leaning on neighbors more than ever as we figure out how to educate and care for our kids, stay healthy and help our communities. 

Whether it’s picking up groceries for a neighbor or supporting local businesses, customers are constantly looking for ways to be useful. This extends to brands, too: Edelman research shows that more than 1 in 3 consumers started using a new brand as a result of the innovative or compassionate way it responded to the pandemic.

Technology has been a lifesaver during this crisis, whether it’s with online classrooms or productivity software or community conversations on social change. Ultimately, these tools benefit customers most by enabling them to connect in person, even if it’s from six feet away.

The human need for connection isn't changing, but as our "on pause" lives transition into a new phase, some new behaviors will emerge. Social interactions will become more purpose-driven as we seek to help those who need us most. Where we live won't necessarily be correlated with where we work. Most importantly, we'll retrain ourselves to invest in what matters most: health, home and our communities.