Changing Taste

by Matt Poepsel, PhD

Today we’re going to talk about changing tastes. And here I’m talking about taste in two ways, as we will see. So in this example, we’re looking at Bloomberg data that talks about the home meal delivery market. And you can see that not surprisingly, during the pandemic, we saw a gigantic spike in people who had meals delivered to their home when they couldn’t be out and about safely. But a little bit more surprisingly, as we’ve not seen those numbers dip at all, they only continue to grow. So there’s this changing tastes and appetite, pun intended for consumers to have meals brought to their home. And you can see that in this example, the largest market share in the US belongs to a company called DoorDash.

Now, what made me think of this, the other day was an advertisement I saw on television, and it showed home delivery of flowers now, not even just meals. And so that part wasn’t the most remarkable part of the ad, it was really focused on the dasher, their driver, the delivery person on a bicycle, this time named Drew, talking about how it’s great to earn a few extra bucks while you’re delivering something delivering love in this case. And it finishes by talking about this, how supporting local businesses and dashboard one bouquet at a time. And this panel on the right really talks about some of the changing tastes now that start to spill over into the employment market. If you’re one of those local businesses, your operation has changed dramatically when you’re not counting just on foot traffic, or even just internet searches.

But now there’s a viable means to have your products delivered directly to the door with the help of DoorDash. And this example Dashers obviously the people who are doing all that work, there’s the company DoorDash itself, but what about other types of businesses and how these changing consumer tastes may spill over? What other types of products around town are now going to be delivered to the home, I’ve seen massive increase in things like pharmacy grocery stores, all kinds of stuff that’s only going to continue, what else does the future hold?

I don’t know. But what about traditional businesses to when you start to compete for workers who may otherwise consider the gig economy as it’s known as a viable source of work, you’re in competition with DoorDash. Even if you have nothing to do with home delivery as a part of your business, when you’re competing for the same talent locally, then that is absolutely going to show up. So the changing consumer tastes have this this spidering effect on businesses that are directly associated with those tastes, but also those that are indirectly associated.

And sometimes we overlook that. So what should we do about it? The same thing that we always do about it, we go back to talent optimization, how do we design teams to come up with innovative products and services and new delivery models? How do we hire talent and really show the appeal of working for our organization, as opposed to considering the gig economy in an example? How do we make sure our people that work for us stay happy and stay a part of our organization in the more traditional workforce, whatever the angle might be, again, talent optimization, let it be your guide. It’ll be delivered piping hot to your doorstep.