As Londoners begin to enjoy their post-lockdown freedom, it is imperative that we understand the ‘new commuter’, according to the Evening Standard’s chief commercial officer James White
With more than 40% reported capacity on the Underground and over 60% on London’s buses, it is clear that the capital is getting ready to burst back into life again.
As lockdown restrictions end, the rise of permanent hybrid working and re-opened entertainment venues are giving many people the opportunity to figure out how their lives fit into the ‘new normal’.
The growing trend of ‘optimisation’ will be a factor, explains White. As the Evening Standard’s research project Life 2.0 showed in January 2020, people are now more prepared to spend money on products and services that free up their time for experiences.
This continued unabated through lockdown, as ‘optimisers’ enjoyed alternative home experiences such as meal kits and virtual classes and exhibitions. Now the world is unlocking once more, the urge for many to make the most of social connections is greater than ever before.
Commuters are anticipated to spend around half the week in central London; according to White, it is up to the Evening Standard as well as individual businesses, brands and advertisers to help them take advantage of new routines and maximise their time for what matters most to them.
For the full picture from White’s analysis, click here.