Post-COVID Branding

The global spread of COVID-19 in 2020 dramatically transformed not only our daily lifestyles but also social norms. Let us take a closer look at how our lives evolved during the pandemic. 

In April, when the state of emergency was declared, restrictions on going out and calls for self-restraint were implemented in Tokyo to reduce commuting. As a result, working from home and telework were strongly encouraged. In-person meetings, business trips, and face-to-face discussions decreased, while online communication became the primary mode of interaction. 

With the rise of telework, people spent more time working from home. For those living with family, this likely meant more time together. This shift is one of the factors behind the growing popularity of home entertainment such as movies and video games.

To avoid crowded places, more consumers turned to online shopping. Since trying on products is not possible online, services offering trial periods or rentals have become more widely adopted in e-commerce. Additionally, many consumers now rely on reviews and ratings from other buyers as key factors in their purchasing decisions. 

We have identified three major lifestyle changes brought about by the pandemic. From working styles to private life, it is clear that what would have been unimaginable just a year ago has now become the new normal. 

As people’s lifestyles and values continue to evolve, what should companies strive to be?

Traditionally, corporate value has been defined by how well a company can be chosen by consumers, outperform competitors, and survive in the marketplace in order to generate profit.
However, today competition and differentiation have become the norm, making it increasingly difficult for consumers to settle on what to choose.

So how can companies build themselves in a way that communicates value to society? Here, we introduce one example of how a company can demonstrate its significance in the world.

Have you heard of the SDGs?
The SDGs (Sustainable Development Goals) were adopted at the United Nations Summit in September 2015. They consist of 17 overarching goals and 169 specific targets to be achieved over the 15-year period from 2016 to 2030 by all 193 UN member states. These goals address a wide range of global issues, including ending poverty, eliminating hunger, achieving gender equality, and taking action on climate change.

In recent years, an increasing number of companies have begun incorporating SDGs into their branding strategies. A well-known example in Japan is the Suntory Group, which upholds the mission of “Living in Harmony with People and Nature.” By placing strong emphasis on the sustainability of water—an essential resource for its business—the company strives to create a society in which people and nature positively influence one another and coexist sustainably.

This approach is not limited to large corporations; it applies equally to small and medium-sized enterprises. By revisiting a company’s origins and combining its unique story with SDG initiatives, businesses can enhance their brand image and credibility, ultimately becoming companies that are valued and needed by society.

Moreover, younger generations—often referred to as Generation Z and Millennials—who will support Japan in the future are said to be highly sensitive to sustainability initiatives. Companies with strong corporate and brand images tend to attract talented individuals. Those that actively engage in SDGs are also likely to gain an advantage in recruitment.

The year 2020 marked a significant shift in people’s values.
For companies, 2021 may serve as an opportunity to pause and reexamine their purpose and foundational principles.
Why not take this moment to reconsider what value you can communicate to society?