Culture After COVID: IRL
Edge Definition
It’s time to get real. In a lonelier, more automated world, we seek real-life, human experiences. The rise of local community meetups, DTC pop-ups, and rent-a-person services are reviving opportunities for physical connection. Experts say we’re starting to build deeper relationships with a smaller number of people we can actually stay in touch with IRL. Brands can respond to our need for deeper, real-life, person-to-person connection.
What will IRL look like post-pandemic?
Pre-pandemic, we took IRL experiences for granted.
Neighbors were people we complained about. Traveling and dining out were opportunities to boost our Instagram influence. And we neglected our local communities in favor of virtual ones.
But shelter-in-place orders spurred a new kind of connection to the people, shops, leaders, and spaces in close proximity to us. And quarantine turned life on-the-go into life at-home.
Post-pandemic, IRL will rebirth our Local Lives. The experience economy will move into homes and neighborhoods. Cautious consumers will stay close and spend close. And businesses will rebuild community bonds.
We’re reappraising what we do virtually vs. in person. As transactional relationships move online, local living will fulfill our craving for closeness.
“This pandemic is supercharging society’s shop local mindset.”
What if…
01\ Shopping local became as easy as shopping on Amazon?
02\ Brands reappraised what they do IRL vs. online? Emphasizing investment in fewer, but more meaningful real-life relationships.
03\ Big brands became better neighbors by rerouting people to local businesses in their area?
04\ Local living became the solution to overtourism, overspending, and overconsumption?
05\ New gamified experiences incentivized locals to rediscover their towns and cities?
06\ Local leaders became the new celebrity brand ambassadors?
07\ Stores offered special perks for the most loyal locals?