In the past, we always and constantly purchased new goods, with absolute disregard to the actual need or requirement -we always ended up buying more than we need and nonchalantly trashed unused quantities. This economy thrived on waste and disposal. Waste was always factored for a typical linear growth economy in the pre-COVID era.

The pre-COVID economy made a lot of Growth plans and Forecast ,with the belief that the Consumer will continue to need goods endlessly, that there will be an endless growth.

The global recession that is being unleashed by the pandemic has massively compromised our social and economic capacity to spend.

The pandemic has set a new Re-Set button across the global economy.

We will experience a sea-change, a new wave of consumer attitudes and behaviors.

A New Wave of Consumerism

• "Digital and On Line Shopping"

People now need, to spend lots of time to even get into a Store, with the new physical distancing and limited number of people allowed in a store, add to the high risk of getting exposed /infected by an asymptomatic individual. E-commerce will see a huge growth as also on line shoppers, probably spurred by better and good discounts. Here in India, we are seeing a resurgence of quick ,just what is needed shopping at the local Kirana stores, who have adapted simple technologies-Whatsapp to provide a kind of an on line shopping experience with digital payments and door delivery options too.

"Anti-Consumerism''

With a global recession and unemployment, people are forced to now reconsider ,defer buying decisions. There was a drive, a wave of environmental activists, pre-COVID days, as well, shoppers who shunned expanding their carbon footprint and shoppers who believed in a Circular Economy, an economic system that aimed at eliminating waste and continual re-cycling and use.I have a few of my friends who have sworn that they will never buy anything new ever, especially clothing.

*Go Local* a wave across India and many countries across the Globe.

There is a wave in India to support the local Kirana stores in India .For many they were the saviors during the lockdown period when all Online Shopping Portals closed. Many adopted home delivery of essentials, digital payments and ensured timely supply of essentials. Also on the cards at a Global level, is a huge wave by Countries to be self-reliant and switch to local manufacturing to support the country's large unemployed mass.

"Rural Economy, Shift to new small towns"

"When you are in distress, you always find solace in your home"

In India, large number of migrants who found good reason to find employment in the Cities ,pre-COVID days are now getting back to their homes in distant rural India. Most of them will find new ways of living through Agriculture ,Farming and no one will be in a hurry to get back to the Cities. There is also a scare of an impending second COVID wave.

"Sachet economy"

With this large scale movement of people back to their villages and towns, a massive consumerism based on just in need ,sachet based single use products will be the need of the hour. Sachetisation of the emerging markets will be a matter of necessity, a need ,in this shift to Rural economy. In India, this is not new-the trend started in the 80''s with an innovative Company-'Cavin Kare'. They introduced shampoos in sachets for Rs 1/-.Since then, sachets play an important mix in the marketing of FMCG products in India as well as South East Asia.

"Market place at home"

Fruit and Vegetable Farmers are avoiding the middle men and reaching homes directly. In Bangalore ,India and other cities, wherever , there are large gated communities and Apartments, local market places are the new norm. Farm fresh organic mangoes, Avocados, Guavas, Melons, Peppers to name a few, are being lapped up in bulk by these communities, where 1000+ families live. Gated communities, apartment complexes are farmer’s hotspots these days ,adapting technology for marketing and digital payments.

This kind of a forced Global Lock-down and Supply chain disruption has been a first in decades. It is unprecedented, with global economies in dire straits. This disruption will necessitate a Change and a Transformation, never seen before, across Branding, Positioning, Target customers, Value proposition... Business and Marketing Strategies will need to change. Value-added strategies will need to be created to respond to the economic anxiety that will prevail across the Globe for some time.

A New wave of Consumerism is all set to stay.