Our relationship with the world outside has changed in recent years, but the scale and intensity of this has been accelerated by COVID-19.
Many legacy outdoor behaviours and trends have been boosted by COVID-19, as necessary behaviour changes in response to restrictions and dangers may well become entrenched positive behaviours. Glamping in the UK, cookouts in the USA, outdoor markets in Australia and drive-ins and outdoor cinemas in South Africa aren’t new but will be important in 2020 and 2021.
Parks, green spaces, pavements and streets are our new spaces to socially connect while feeling safer and viewing the outdoors differently and more positively in those too-often times when the sun doesn’t shine.
These social connections seem like miniature outbursts of what sociologists call “collective effervescence”, in response to lockdown. It’s when a community or society comes together and simultaneously communicates the same thought and participate in the same action, unifying the group.
The new outdoors offers opportunities and threats to brands. It demands creative and functional responses to help people still finding out how to make the most of this new outdoor socialising.
The socially distanced ‘Cinema on Water’ from Häagen-Dazs is a great example of tackling these opportunities and challenges creatively and creating an experience that is right for the brand and these times, and therefore gets the brand amplified:
The new outdoors is here to stay and smart brands are already reacting.