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4 Post-Pandemic Trends Challengers Should Embrace

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Over the past year, we have seen brands put under the microscope like no other. It’s changed the way consumers perceive brands, and the way brands should be perceiving consumers.

As lockdowns start easing across parts of the world and we acclimate to the new normal, there are several trends and shifts in mindset Challenger businesses should know.

Where before brands were focused on neutrality so as not to offend prospective customers, the market has shifted. Today, 50% of consumers in the US are more likely to boycott a brand over politics than a year ago. This startling statistic is largely driven by the presidential election and Covid-19 policies, but it is also a bellwether for the direction of consumer sentiment.

Those with power are obligated to leverage their privilege to speak out. Particularly in a time of rife misinformation and division, your brand’s political position matters more than ever.

Approaching the trend like a Challenger

The cultural events of the past year have shown us that the activism and political standing of a brand matters. From the Black Lives Matters movement to Stop Asian Hate and the Capitol insurrection, the voice of a brand resonates and people are listening. By speaking out you are showing you are a brand with principles, offering customers and employees what they need to make informed decisions about where they place their money and energy.

Take Patagonia as an example. Besides sewing a discreet "Vote the assholes out" label in its garments as a direct........

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