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).

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.

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.