Research identifies three important trends which shall be shaping behavior amongst this neighborhood, with implications for brands.
February 05, 2024
David Malan/Getty Pictures; Adobe Firefly
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Digital nomadism has been on the upward thrust, nevertheless the implications of this kind mosey far past put up-pandemic region flexibility and far away work. A cultural shift is taking draw in developed international locations that sees swaths of different folks changing into disenchanted with the entice of the “correct existence” accessible to prior generations. Digital nomadism provides an replacement direction faraway from costly, long-timeframe mortgages and a raft of possessions and as an alternative opens the door for of us to maximize their earnings by residing in international locations with low costs of residing. Amid all of this exchange, the implications for model approach and shoppers are no longer yet successfully understood. The authors’ compare known three important trends which shall be reshaping particular person behavior and that repeat most famous alternatives for brands: The tip of rootedness and need for flexibility; the need for contemporary infrastructures and products and companies that cater to nomadic residing; and the doable of shaping the discourse around contemporary values and existence.
Digital nomadism — a each day life where one leverages far away work to commute and stay in quite loads of, on the total cheap places right via the field — has been progressively on the upward thrust, attracting no longer simplest tech-savvy workers, nevertheless all people from households with childhood to retirees. In one explore, over 17 million American workers is assumed as digital nomads, an expand of 131% from 2019, and they also integrated workers from a extensive fluctuate of professions. This upward push has also been fueled by the ease of acquiring digital nomad visas in diverse international locations, put up-pandemic.
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Giana M. Eckhardt is a Professor of Marketing and Vice Dean, Govt Training and External Engagement at King’s Industry School, King’s College London. Giana is a number one authority within the world of particular person behavior, branding, particular person social accountability, particular person custom, and the sharing financial system. Her latest e book, approaching near in 2024, is titled In Reward of Pain (Princeton College Press).
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Aleksandrina Atanasova is an Assistant Professor of Marketing at Bayes Industry School (previously Cass), City, College of London. Sooner than joining academia, Aleksandrina spent over 10 years working as a model approach executive and advisor for main particular person brands right via North America and Europe.
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