An overwhelming number, 72%, of Navigating to a New Normal respondents want some degree of change in their life when the events of 2020 come to a close. People are more present in this moment of their lives than in the past. There is a thirst for long-term, sizable change both in society and the individual. In part 3 of our 3-part story, we share the insights behind what people value and want to achieve when given a choice – and how your company can prepare for this new future.

Navigating to a New Normal, common themes have emerged that will redefine the frameworks that insights, marketing, and strategy professionals rely on. Needs, jobs to be done, decision journeys, opportunity maps and dig sites will all need to be re-evaluated based on the future state we are rapidly moving toward.

Americans are hungry for change. Not the kind of change promised by politicians - spiritual change. In Chapter 7 of our ongoing longitudinal study, Navigating to a New Normal, we identified the new macro trend that could shape our lives for a generation - Gratitude - and the far-reaching implications for your business.

Moms need your help. Only 18% of people want to go back to “normal” when the pandemic is over, but one group was slightly more desirous than the rest – parents who are also working from home.