he biggest trends I have observed in brands during the last two years is an escalation of diversity and inclusion. People no longer want brands to make them feel inadequate by, for example, suggesting they are not skinny enough, not beautiful enough, not rich enough and so on. We want to feel great just the way we are. This is particularly true of Millennial shoppers, who refuse to be made small by brands. To support this trend, brands need to rethink stereotypes and conventions. One of the best inclusive campaigns I have seen in recent times is from lingerie company ThirdLove in the US, which has authentically embraced diversity. Retail brands forming part of the community Consumers are placing a premium on the romanticised ‘village life’. The marketplace is even more romanticised as a way to shop. Many consumers have cooled to impersonal shopping experiences and are dreaming about shopping in a way that is connected, simple, and friendly. Some have developed more cosy shopping patterns in their local areas and may frequent only a small range of shops. They have formed relationships with local shop owners, to the point where they are on a first-name basis as they see the same local people over and over again. Retail brands should embrace this shift and find ways to highlight the community element of their offering. Shopping at convenient times Working from home and flexible time have allowed people to integrate more easily into suburban life. They have been able to shop at irregular hours and schedule their shopping according to other needs, making it a less frenetic experience that is not squeezed in amid other demands. Going back to shopping that exhausts you isn’t desirable. Retailers can recognise this by being prepared for shoppers outside of traditional peak times and maintaining a sense of in-store calm. A source of inspiration and recreation During the pandemic, shopping has been tied to creating quality of life. For example, gathering food has been about curation, experimentation, and learning new cooking skills – not just grabbing what you can by the train station on the way home from work. Lockdown made food shopping an event for some. It became a primary form of recreation and, for many, the only time they left the house. Attention to detail and creating experiences may well be more valuable post-Covid and retailers can play to these aspects within their offering. Making shopping fun Being too serious can be a turn off, as we have been glued to bad news each day for two years. An Australian brand called Knobby is making underpants great fun. It delivers a pair with a fun new design every month. The brand has an irreverent spirit and is making something playful happen during the pandemic. Check out Knobby’s amusing creative here. Being a change agent Covid has made us demand positive change. It has spurred on the desire for environmental action and a desire to see retailers be held accountable for their impact on climate change and social justice. Consumers do not want to see these things as tokens in the background. They want sustainability policies and practices brought to the fore and celebrated. Take a look at the feminine hygiene brand Tom Organic as an indication. This brand also speaks to inclusion and authenticity. We are seeing a true value shift during Covid. It has been too long and painful and the changes we have made have shifted behaviours like working arrangements for good, which will continue to have an impact on shopping for years to come. In the months to come, consumers will be open to things that give them deeper experiences and happier times. This presents a terrific opportunity for retailers to engage with customers in a positive way. Think of it as the new age of retail therapy.