Few stories: I don't know how to repeat it anymore. We will not go back to our old economy. It's over. But something very positive is about to happen to our society ("if I get wrong, you will correct me", cit.).
Every scientist, nurse, politician, teacher, executive, family member, everyone is focused on solving the problem - this gives me enormous hope. I believe in 3 key words in our future and in a new economy. An economy that today perhaps finds in part its original meaning of “oikos-nomia”, housekeeping. A common home, our inner and outer world. The three words are convergence, break e opportunity.
Two convergences in particular will have a huge impact on our activities.
Primo, Consumers are no longer buying to "want". At this stage they buy out of necessity. And this radically changes communication: a brand, a service, a product must satisfy the needs of consumers, and not their desires.
Second (and it is an epochal fact), the purchasing decisions between men and women are convergent. For the first time in decades, men and women shop for the exact same reasons. Mainly 3: helping others, security, trust. Convergences of a positive nature.
We will see huge breakdowns in 3 sectors, and most businesses in those sectors will soon be lost forever.
First of all, the restaurant sector
What has happened to this sector will exactly follow what the real estate sector has undergone since the 2008 economic crisis. After twenty years of growth, catering will have a very hard blow, losing 30% to 50% of businesses.
Have you thought about it? If you remove 65% of the seats and the bar of a restaurant to implement the social distancing, the revenues collapse.
Opportunity: (now you take me for mad) there is no better time to invest in the industry from scratch. Many restaurants will disappear, and a new concept can be opened, with more affordable rents and cheaper labor, by making it according to new models. Mainly a flexible seating capacity and safety conditions.
This industry was already heading towards disaster before the coronavirus. The desperate (but very advantageous and generous) intervention of the government through eco-bonuses and the super house bonus they will keep private construction afloat, but commercial construction will sink.
In addition to accelerating online shopping, many are creating a smart working gym. When life returns to semi-normal on a permanent basis, there will be an increase in housework. In short: more home spaces, fewer offices and shops.
The opportunity, on the other hand, is that the crisis of the “commercial” brick will significantly accelerate the e-commerce sector via web and virtual reality. Scenarios that see a consumer wearing a headset at home, browsing a “virtual” catalog and making purchases. Investing in virtual reality and e-commerce companies seems like a great solution right now.
Here we need to be clear: social media isn't going away, I don't mean that. But I want to say that a long, important phase is about to end: that game from the coal of chats and conversations, and ended with controversy and ostentation. Most people have no desire to "connect with others". He just wants to show you how big his life is and make sure you see him. Frankly, nobody gives a damn about this now.
If you post on social media how amazing your life is right now, you are deaf. I'm not sure where this crisis will go, but I know that for most insubstantial "influencers", they will no longer make money bragging about their lives. And this for me is very positive, because it will lead to the emergence of other roles.
Another opportunity in this new economy is that we can now be more grateful to friends, families and values. We can focus on using social media for connect e helping others, building trust and providing security. Positioning a brand on social media, on these 3 factors, will sell more products or services in this new economy.
Convergence, interruption and opportunity. These are the 3 factors that will drive the economy right now. Don't be afraid of this.
Let's build something new and give a purpose to ourselves and others, then put ourselves at the service of this goal.
Gianluca Riccio, born in 1975, is the creative director of an advertising agency, copywriter and journalist. He is affiliated with Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists. Since 2006 he directs Futuroprossimo.it, the Italian resource of Futurology.
Futuroprossimo.it is an Italian resource of futurology opened since 2006: every day news about the near future. Scientific discoveries, medical research, prototypes, concepts and predictions about the future for free.
Gianluca Riccio, copywriter and journalist - Born in 1975, he is the creative director of an advertising agency, he is affiliated with the Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists.