New Year's Greetings for 2021
A new year has arrived.
2020 was an unexpected year. It was undoubtedly a challenging year for our organization and for all of us.
In my New Year's greeting last year, I said, "The year of the Olympics and Paralympics has finally come." Furthermore, I added, "Let's take this opportunity to strengthen our brands." A year ago, we had no idea that the pandemic would delay the event for a year, or that the novel coronavirus would be so virulent across the world.
Vaccinations will be administered at the beginning of this year. And since the IOC and JOC, the Japanese government and the Tokyo Metropolitan Government have expressed a strong desire to hold the postponed Olympics and Paralympics, regardless of whether its scale is reduced and simplified. The Games are likely to be held in July, with all the necessary measures learned so far in place.
So what kind of year will 2021 be? Remote work will continue post-COVID as well, with further expansion of online communication globally, as already seen in 2020. 5G and VR will help facilitate communication across distances. When it comes to consumption trends, China, where economic activity is almost back to normal, would be a good reference point, albeit from a different cultural background. Consumers' willingness to buy has already increased, and high-priced items are selling well. However, they are not swayed by the opinions of others and make their own decisions after careful consideration. Consumers are mindful of their savings, but also selectively make high-value investments. They have changed in that direction (according to a survey by an institute supported by Gramco Shanghai).
Just what kind of year should 2021 be? This may be something for each of us to consider and decide individually, as a consumer and as a businessperson.
Consumers, primarily from Generation Y (millennials) and Generation Z (post-millennials), are closely observing organizations. The goal is to become the company/organization of choice for Generations Z and Y, especially in an era when companies are under pressure to shift from a shareholder-first approach to one that prioritizes social value and sustainability. The philosophy that needs to be followed is that of "Purpose" (brand purpose).
This year, Gramco will continue to support branding that fosters stakeholder expectation and empathy, aligned with its global purpose.
Please stay tuned for more updates.
President and CEO, GRAMCO Limited
Chairman, Gramco Shanghai / Gramco Beijing
Atsuro Yamada