Living between Conscious Life and New Hedonism

How sustainably will people's behaviour change as a result of the Corona crisis? How can companies react to the partly contradictory developments in consumer behaviour? Five implications for companies are shown by Bonsai-CEO Jens Krüger in his expert article in the current issue of the magazine markenartikel(markenartikel-magazin.de).

Screenshot 2020-10-05 at 12.44.38.png

Not only medical, but also marketing-relevant Corona studies have brought many contradictions to light in recent months. The theses on consumer behaviour in the new normal range from the rise of a new hedonism - with comparisons to the golden 20s of the last century - to a new seriousness and a turning away from consumption as we have known it until today. Jens Krüger analyses 5 trends and their implications for companies in Germany in his article:

1. digitalisation & automation

2. the (hyper-)individualisation

3. self-empowerment

4 The Purpose

5. the system reflection

Generally speaking, companies must learn to understand people in their increasingly fragmented reality of life. Above all, cultural connectivity is becoming a success factor.

Branded article-Expert contribution-Jens-Krueger-Bonsai-Research-concious-life.png

Profound cultural change:
Bonsai -research in the brand article

In future, we want to report regularly in markenartikel and on markenartikel-magazin.de with data, facts and figures from our Bonsai research on the profound cultural development and change.







Media response, Bonsai StrategyElke LoewBonsai GmbHBonsai Research, Branded Goods, Corona, The New Normal, Cultural Change, Corporate Strategy