With the success that brands and marketers have seen through leveraging social media giants like Facebook, Instagram, and Twitter, there’s always great attention paid to new entrants to the social conversation. Last year, TikTok truly exploded in the United States, which has caused the platform to go mainstream and led to rich opportunity for brand marketers.

When the pandemic struck last year, brands and marketers with plans for in-person experiences had to pivot quickly. Though the inability to host live events presented many challenges, it also served as an innovation incubator that brought virtual events to the forefront. 

Much to the dismay of athletes and fitness enthusiasts, gym closures and confinement to the home has greatly disrupted their routines. However, just as consumers have adapted to the other challenges of the pandemic, so, too, have they found ways to exercise from the comforts of home. In turn, these changes in behavior have ushered in a new era of fitness. As we look forward through 2021, let's take a look at the ways the world of health and fitness continues to rapidly transform. 

With many consumers avoiding gyms for the time being — or unable to access them altogether — they’re resorting to the great outdoors and makeshift home gym setups to get their exercise in. Running, in particular, has been one of the most popular forms of exercise during the pandemic, with a Trend Insight survey indicating that 61% of fitness consumers have done so in recent months. In this infographic, we take a look at avid runners, their habits, and their needs from a consumer perspective amidst the pandemic.

Throughout the course of the pandemic, governments, businesses, and everyday people have been forced to adapt to the changing reality on a seemingly constant basis. While every year brings change in the way we go about our lives, 2020 was a year in which trends accelerated at a rapid pace. Below, we take a look at some of the trends that have taken hold in the food and beverage industry and discuss how they will evolve moving forward in 2021.

When Alcohol Change UK created the Dry January campaign in 2013 to raise money for alcohol abuse and treatment, it likely had no idea of what was to come. Now a global phenomenon, Dry January invites consumers from across the globe to abstain from alcohol for the duration of the month for the sake of their health and their wallets.

People love novelty, which is one reason why marketing tactics like pop-up shops and mobile tours had been so successful prior to the COVID-19 pandemic. With consumers stuck indoors and craving connection, virtual events provide attendees with an opportunity to "leave" their houses, so to speak.

Despite the challenging financial circumstances of this year, the National Retail Federation predicts that holiday sales during November and December will increase anywhere between 3.6-5.2% over 2019. Of course, how that money is spent will change; they also expect online and other non-store sales to grow by 20-30% YoY. Below, we take a look at consumer expenditures, where they’re shopping, and what they’re spending on.

A pre-pandemic article from Ad Age suggested that experiential marketing may have reached its peak, citing Instagram-worthy installations such as the Color Factory and the Museum of Ice Cream in support of the premise. Where they erred, though, was in categorizing them as examples of experiential marketing at all. Instead, they are theme parks designed to earn social media engagement.

As consumers have been relegated to their homes more often than ever in 2020, gaming has seen its popularity continue to rise. In fact, 40% of American respondents to a YouGov survey said they are playing more games in 2020, whether it be on PC, console, or mobile device. On top of the time spent at home, the year has also brought the long-anticipated releases of Playstation Series 5 and Xbox Series X/S — with demand so high that each has faced out-of-stock issues.