"Real universal value" redefined by Corona

Two months after the state of emergency was lifted at the end of May, the number of infected people in Tokyo is still increasing. While continuing “with Corona”, I feel that my values, including my work style, are changing day by day as society tries to change to “new normal”.
As the digital shift progresses rapidly, what is the “real universal value” that we should cherish in our livelihood, creating places to attract customers? I would like to

1. Digital shift and consumption values

The economic impact on real commercial venues, such as department stores and shopping centers, which have been forced to close for several months due to the corona wreck, has been huge, and there are concerns about its impact in the future. On the other hand, e-commerce (EC) has a lot of room for growth, and it is said that the digital shift will continue to accelerate, such as services such as D2C (Direct to Consumer), subscription, and live commerce.
As the use and fusion of real and online advances, we have considered what values will be emphasized in people's consumption, and changes in everyday and extraordinary consumption behavior.

# Daily consumption: 24 hours a day, when you want to buy

In June 2019, Google said that it is shifting to a "pulse-type consumption behavior" that is different from the "customer journey type" that fosters the desire to buy over a certain period of time. He advocated changes in user purchasing behavior due to the spread of services.

"Journey-type consumption behavior and pulse-type consumption behavior" (c) Google

This is different from the conventional "impulse buying" in non-daily shopping behavior, and it is a consumption behavior that is occurring for products that are consumed on a daily basis.
Although it is a daily consumption, the mainstream style in Japan is to buy food and other daily necessities in bulk at supermarkets.
However, due to the corona crisis, many supermarkets are actively expanding into e-commerce, and efforts to connect farmers and production areas to direct sales are increasing, and in the future, the digital shift in the food field will become common as in China, Europe and the United States. It is considered that Although there is a generational gap in IT literacy, the unique Japanese way of shopping, such as shopping for dinner every day, may change in the future.

#Extraordinary consumption: Personal experience value and time consumption

On the other hand, for purchasing items other than necessities, there are new purchasing experiences during the corona crisis, such as “virtual stores” where you can shop online in a virtual space, and “private shopping” where you can rent out and shop only for yourself at real stores. Trials are in progress.
As the fusion and use of the real and online advances, it becomes possible to decentralize without concentrating on a fixed "buying place" or "time". It is thought that it will become valuable.
Whether online or in the real world, instead of mass-produced manuals, it is necessary to have an attitude that is close to each individual, so how to create a sense of human connection and hospitality that fills the inorganic feeling even digitally is the new key to extraordinary consumption. it might be.

2. New values strengthened after COVID-19

# Sympathetic consumption

Looking at the reactions of people on social media, etc. due to the corona crisis, it seems that there is a stronger tendency to emphasize honesty and social justice. It is important for individuals to act proactively rather than passively, and the voices of the Internet society, which used to be small, decentralized communities, are gaining momentum to change society when connected through empathy. Isn't it because you noticed?

Looking at the Google search word data for Corona, we can see that “donation” and “crowdfunding” have been rising since the end of April and peaked in May.

Search trend “donation” (c) Google

Search trends “crowdfunding” (c) Google

It is thought that this data reflects both those who want to use crowdfunding and those who want to support it due to the impact of COVID-19. The movement to make new capital may spread in the future.
In addition, this sympathetic consumption is not a voluntary consumption accompanied by self-sacrifice, Consumption accompanied by “FUN” (overwhelming enjoyment), such as the fact that the purchase of what you want in a way that is convincing leads to the benefit of society as a whole. I feel that this will become a new universal value.

at the end

"How will people's values change when the 'extraordinary' and 'ordinary' are reversed due to the corona crisis?"

# After Corona, the real value will increase even more!

This time, we were confronted with the common global challenge of COVID-19, and along with the rapid digital shift, we were temporarily deprived of the "real value" that had been taken for granted until now due to restrictions on going out.

In addition to having more time to reassess oneself and the circumstances surrounding it, it is precisely because the real world has suddenly become extraordinary that the sense of hunger for the real world allows us to share the same space-time and sensations and directly resonate with each other. You must have been able to realize that joy is more irreplaceable.

Considering the changes in my own values, I feel that what was normal before COVID-19 has changed to something that fuels a sense of extraordinaryness. A few months ago, when telework itself still felt “extraordinary,” non-real interactions such as online drinking seemed fresh and may still be enjoyable. However, looking back now, I think it was a rarity value because we couldn't meet in real life.
If telework becomes the norm and the situation continues to restrict people from gathering in real life, it is believed that the concentration of people in a certain “place” or “time” will decrease.

We expect that the value of "places" that have focused on attracting real customers will increase through decentralization, and we believe that engagement with customers (connection of the heart) and irreplaceable experiences unique to the real world will evolve into universal value. I feel that it is important again.

In addition, empathetic consumption and ethical consumption are not brand new values that occurred for the first time during the pandemic, but I have the impression that they have become more common during the pandemic.
It is said that the SDGs in companies are also in the implementation phase. It may be possible to aim for a flat society without disparities such as vs. rural areas.

We would like to continue to pursue real universal value suitable for commercial spaces in the future, while keeping an eye on the new normal society that is changing due to the corona virus.