During the past few months of this pandemic, one thing has remained constant: the importance of neighbours and community. In early April we shared our first Insights report that shared neighbourhood trends and noted “In an era of social distancing, neighbourliness is on the rise.” Since then, we’ve spent time understanding how neighbours see the world today. As the world looks ahead we see The Rise of Local continue to emerge through 5 phases:
Phase 1: Rely on Neighbours for Support
Kindness has become essential during Shelter in Place. Since February, there has been a 140% increase of meaningful connections among neighbours, from sending private messages to engaging in group conversations. Neighbours are an important source of information, they turn to each other to get updates on supplies, local business and public services. 64% of members believe their neighbours have had a positive impact on their community during this time.
Source: Nextdoor global data, baseline 1/1 - 1/28 vs 4/24 - 4/30. Neighbour Connections are members who either 1. exchange 4 or more Direct Messages over the course of 7 days or engage with another members content in an opt-in group over the course of the last 7 days.
Source: Nextdoor UK survey data 4/2020
With many out of work, neighbours are increasingly hiring neighbours for jobs around the home. 71% of neighbours are more likely to hire their neighbours for jobs around the home and conversations of jobs have increased significantly.
Source job mentions: Nextdoor UK internal data I Source member stat: Nextdoor
Phase 2: Reinvest in Home and Self
Routines have started to change as neighbours are spending more time at home. Neighbours have started to workout at home, cut their own hair and make their own face masks. Some of these trends are here to stay with 40% of people planning to exercise at home more frequently after the outbreak.
Source: GWI Coronavirus findings multi-market research III
Source: Nextdoor UK internal data, based on mentions Mar 1 - May 5
Phase 3: Reconnect with Community
After months of sheltering in place and self-isolation, the need for connection is strong. 83% of members are feeling overwhelmingly isolated from friends and family. 63% of members say they plan to frequent local businesses more often as we come out on the other side.
Source: Nextdoor UK Survey data 4/2020
Phase 4: Rethink Business as Usual
While neighbours are adjusting there are many activities they miss. GWI has found consumers have globally changed their shopping habits.
- 8 in 10 plan to delay big purchases
- 4 in 10 say they will cut back in the day to day things they buy
- 1 in 3 say they will wait for products to be on promotion or sale
Source: GWI Coronavirus findings multi-market research III Source: Foursquare, Location Data Reveals Uptick in Visitation - Are People Ready to Return to Normal?
More than 1 in 3 consumers have started using a new brand as a result of the innovative or compassionate way that brands responded to the pandemic. We’ve seen success for campaigns running on Nextdoor offering help.
Source: Edelman, Global Brand Trust and the Coronavirus Pandemic
Phase 5: Remain Loyal to Local
In the final phase, conversations have shifted towards the “next normal” with an emphasis on local. The trend of helping one another remains at the foundation of everything. Neighbours are cultivating a kinder world by organizing nightly claps for healthcare workers, leaving colorful chalk art creations, setting up neighbourhood scavenger hunts, and more.
You can read the full Nextdoor Insights Report: #StrengthInNeighbours here. And check out our first report in the series In an era of social distancing neighbourliness is on the rise, which discusses trends and changes in neighbour behavior during the initial stages of the COVID-19 pandemic.