Trend 03
Giving more for less
Giving more for less
Generosity over business development.
At a glance
The measures taken by governments to stop the pandemic have changed our daily routine, giving many of us back the precious time we used to lack. Brands and companies are making the most of that free time, which now seems endless, to capture human attention better than ever and steer it towards their offer.
Free access to paid services, leisure adapted to keep enjoying at home, open learning platforms and film and series marathons at no extra cost are just some of the many altruistic initiatives companies have joined to fill the time we used to ask for.
Cases
01 / 05Zorraquino spotlights
- 01
Health safety, learning, leisure and social interaction dominate brands' digital initiatives with altruistic offers at these crucial moments.
- 02
Service to the community and international solidarity seem to come before business development in their decisions.
- 03
The goal is to capture human attention so that people try, discover or rediscover the products and services on offer.
More on the trend
References
- Pokémon GO permitirá hacer incursiones desde casa para facilitar el juego por el COVID-19
- Headspace is letting people access free meditations and mindfulness exercises
- Tinder is letting everyone swipe around the world for free to find quarantine buddies
- Adobe Enables Distance Learning Globally for Schools Impacted by COVID-19 HBO Will Stream 500 Hours of Free Programming, Including Full Seasons of ‘Veep,’ ‘The Sopranos,’ ‘Silicon Valley’
Pages 74–93 of the report
