We know things are changing in our world, yet we don’t know what will be permanent and what is a temporary alteration. Savings by millennials has climbed dramatically during the pandemic. Part of that savings is attributed to $2,000 per year not spent on gourmet coffees out of the home. Will that trend stay? Are the days of Coffee shops on every corner going to disappear?

Many are predicting upheaval in every business sector, especially in the office. Yet who knows how many people will actually return to the office setting when vaccines are widely available? It’s a pandemic that happens every 100 years or so. What we do know is that sales of gourmet coffee makers have surged with the surge of coronavirus. For now, people are drinking coffee at home, but with a vaccine, will you stay at home or venture out for a venti latte? 

One thing for sure is that you need to follow current research closely. Pre-COVID research is not valid. Here is a study done by Morning Consult. This poll was completed in January 2021. The second thing to look at is the Margin of error. (This poll has a margin of error of plus or minus 2, which shows credibility and confidence in the research is high. The lower the margin of error, the better.)

This research shows three key insights:

1. The basics still matter: Give us what we want when we want it.
2. Consumers are watching: We want our organizations to care about society, contribute to society, take care of employees.
3. Stand for something: Consumers want organizations to stand for something more, including be socially responsible.   

Things are changing, and the change consumers want to see is more caring from the people with whom they spend their money.

Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.