The continuing dominance of working from home has led to a surge in new lifestyles, behaviours and attitudes that are changing buyer behaviour.

To ride this wave successfully, you’ll need to appeal to shifting mindsets, changing content consumption habits and communicate in ways that suits the home office worker.

Working alone, Zoom fatigue and less face-to-face time with colleagues is getting people down. And making them bored.

Now, they’re tired of the same old same old – which means you’ve got a huge opportunity to chase out the humdrum and inject some entertainment into their day.

You need to think more creatively to spark your audience’s imagination.

What can you do to entertain people? What can you create that stands out like a sore thumb?

Resist the temptation to recycle ideas and create content that can bring even the sleepiest of B2B zombies back to life.

Whether due to lockdown boredom, intrigue or the desire to try something completely new – the go-getter attitude is taking hold in all of us.

More people are re-evaluating their jobs (dare we say lives?) and are keen to try something new, such as setting up a passion project or new creative venture in their spare time.

Your brand has a huge opportunity to be the brand that facilities these side hustles – and encourages the culture behind them.

Create tools to help your customers build their own bit on the side, and help them to help the rest of their organisation do the same.

And position yourself as plucky entrepreneur friendly – giving pieces of product away for free and adapting your messaging in the right places.

With the rollercoaster couple of years we’ve had, people are feeling more uncertain about the ups and definitely the downs.

That includes feeling less secure in their jobs and wanting to do whatever they can to make a safe bet and keep their job.

You need to show you’re a safe bet.

Buying from your brand should be a worry-free step, not a giant leap of faith.

This means you need to get your name out there to build familiarity and cement your reputation (for all the right reasons!) to offer reassurance, build trust and bring back a bit of certainty into their lives.

It also means positioning yourself as the most helpful brand in your space, to build trust and reliance.

Companies across all industries are seeing a ‘Great Resignation’ as employees look for different opportunities and jobs that offer more than just a good salary.

With employer review sites like Glassdoor providing a window into a company’s culture and way of working, prospective candidates have more information than ever to decide whether they want to work for a company.

People make the company and businesses should invest time in defining their employee value proposition and building their employer brand if they want to attract and retain the best talent.

As you would with your customers when embarking on a corporate or product branding project, think about the needs of your audience.

What do employees and prospective candidates care about and what value can bring to them as an employer? Beyond good pay, what’s the culture you want to foster? What are the values that you hold and live by every day?

Top tip: don’t forget to shout about it. Regular employer branding campaigns will keep you front of mind for when the next superstar candidate is looking to make a move.