Covid-19 made JOMO less attractive.

Global pandemic has left a strong mark on our lives, affecting the way we live, work, even do our shopping, according to the latest “Trends in Greece” study, conducted by Braincandy for Wisdrop. The study took place during March 2021, with a representative sample of 500 people across Greece.

According to the study, Covid-19 brought Greeks closer to technology, urging them to shop online using various Apps, while at the same time socialising and staying connected. It was only one year ago, where a rather restrained 37,4% was using smart devices, although 9 out 10 were expecting their usage to grow in the near future. Today, Greeks claim to be more digital savvy starting with an extended usage of smart phones. In fact, 69% are already using mobile applications just for online shopping, which goes up to 88% in Gen Z.

What is really interesting though, is that while almost 1 out of 2 Greeks (48,3%) appeared fed up with over exposure to social media in 2020 (based on the previous measurement), supporting JOMO trend (Joy Of being Missed Out), this year, due to quarantine’s isolation, Greeks turned back to technology as a way to stay connected. 

This study puts 16 cherry picked global trends under the microscope every year, measuring their current acceptance along with their future potential in the greek market.  Apart from “Shopping via Apps” and “Joy Of Missed Out (JOMO)”, we have also assessed trends like “No to over-consumerism”, “Brands with a purpose”, “Beyond gender stereotypes”, “Plant-based products”, etc. 

In an effort to make trends even more actionable, this year we also assessed associations with brands. For example, “Plant-based products” trend, brought out strong associations with both local and global brands, such as: Olympos, Alpro, Delta, BeyondMeat, Herbalife, Fytro, Goody’s, Hellmann’s, NOYNOY, Vitam, Papadopoulou, Power Health, etc. More data are available to all Wisdrop subscribers.

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