There will probably be two new kinds of consumers: those that are increasingly linked to their homes, and those who can’t wait to go out and spend. Either way, e-tail has made huge, irrevocable inroads into retail. In a retail environment, Snapscan, or similar (no touch), should be used – no inputting of codes. Money will be used less. There will be a demand for real value – not only because money will be short, but because Covid has made consumers more cynical about baseless claims, insincerity and ‘want’ as opposed to ‘need’. You can see this in the response to celebrities during lockdown: people have no patience with their claim to be ‘one of us’.
The celebs that will survive will have been genuinely helpful in the form of donating cold, hard cash for food, not sharing the talents that have made them rich. Jay-Z, Rihanna, Elton John, Post Malone, John Legend – there are a lot who have done just that. But there are also those who have struck false notes – Ellen DeGeneres, Gordon Ramsey, Madonna, David Geffen, Victoria Beckham – and who will find it hard to recover. The same goes for influencers: those who are famous just for being famous are now seen to be superficial; those who stand for something have had their followings increase over this time.
E-TAIL & CELEBS Photo Gallery
As Richard Lawson writes in Vanity Fair, the prevailing attitude towards celebrities is ‘stop talking and donate money instead’. ‘Whatever social contract we signed with celebrity decades ago never anticipated social media’s warping, falsely flattening effect. We have the opportunity to amend that now.’ Paparazzi are reporting that stars are encouraging them to photograph them, letting them know in advance when they will be walking or exercising, or indicating that they are willing to be snapped while going about their lives. There is a power shift here.