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Lesen Sie mehr darüber, wie COVID-19 die Zukunft der Innovation geprägt hat." /> <link rel="canonical" href="https://prophet.com/de/2021/06/die-wichtigsten-innovationsbereiche-post-covid-19/" /> <meta property="og:locale" content="de_DE" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Die wichtigsten Innovationsbereiche Post-COVID-19" /> <meta property="og:description" content="Innovation kann für Ihr Unternehmen der Weg aus der Pandemie sein. 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prophet-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:140px"> <p class="h5 has-text-color" style="color:#22ffab"><strong>BLOG</strong></p> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:60%"> <h1 class="h2 wp-block-heading">Die wichtigsten Innovationsbereiche Post-COVID-19</h1> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"></div> </div> </article> </section> <section class="section-content section-white" style="background-color: #ffffff;color: #0a0a0a;"> <article class="container"> <div class="wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:140px"></div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:60%"> <p>Not macht erfinderisch, sagt der Volksmund. In der Tat: Viele große und kleine Unternehmen haben bewiesen, dass sie der Pandemie mit kreativen Ideen und einer resilienten Firmenkultur begegnen konnten. Sie haben agil auf die neue Marktdynamik und die sich verändernden Bedürfnisse der Konsumenten reagiert und ihre Produkte, Services und Produktion angepasst.</p> <p>Jetzt, wo wir diese Achterbahn langsam wieder verlassen, die grundlegenden Auswirkungen der Pandemie bekannt sind und die Lage etwas planbarer wird, sollten Unternehmen den Fokus (wieder) verstärkt auf ihre Innovationsfähigkeit legen. Wie das gelingt, behandelt mein Kollege Joseph Oliver in den beiden Papieren <a href="https://prophet.com/download/the-critical-traits-of-an-innovative-company-in-a-post-pandemic-world/">„The Critical Traits of a Truly Enlightened Company“</a> und <a href="https://prophet.com/2021/06/winnovation-factors-five-criteria-for-innovation-excellence/">„Winnovation Factors: Five Criteria for Innovation Excellence“</a>.</p> <p>Doch in welchen Bereichen wird sich langfristig etwas ändern? Wo sollten Unternehmen genauer hinschauen und nach Innovationen suchen? Eins ist klar: Durch COVID-19 haben sich die Konsumgewohnheiten verändert, was sich nicht nur beim Anstieg digitaler Käufe zeigt. Im Folgenden zeigen wir 19 Innovationsbereiche auf, die unserer Meinung nach einen nachhaltigen Einfluss auf die Neuentwicklung von Produkten und Services haben werden:</p> <h2 class="wp-block-heading">1. Gemeinsames Distanzhalten</h2> <p>Genügend Raum war zwar schon immer ein Luxus, aber durch Social Distancing ist dies zu einer Notwendigkeit geworden. Auf dieser Grundlage lassen sich neue umgebungs- und umfeldbezogene Innovationen erwarten, die sowohl das Gefühl von Raum als auch physische Distanz schaffen. Dabei könnte es sich um exklusive Logen bei Veranstaltungen, neue Eventkonzepte wie die <a href="https://strandkorb-openair.de/">Standkorb Open Airs</a>, private Speiseräume in Restaurants und andere Innovationen handeln, die dazu beitragen, Menschen „auf Distanz zu halten“.</p> <h2 class="wp-block-heading">2. Der Gesundheits-Faktor</h2> <p>Nichts lässt uns mehr über die eigene Gesundheit nachdenken als eine globale Pandemie. Zu erwarten sind deshalb mehr Innovationen im Bereich Gesundheit und Heilen. Das Spektrum reicht dabei von altem homöopathischem Wissen bis hin zu Neutrazeutika (pflanzliche Heilmittel) aus dem Labor. Dieser Trend lässt sich sehr breitgefächert nutzen und ist selbst bei alkoholischen Getränken zu erkennen, die mit <a href="https://www.vegpool.de/magazin/hard-seltzer-vegan.html">vermeintlich „gesünderen“, da weniger süßen, Angeboten</a> neue Konsumentensegmente locken.</p> <h2 class="wp-block-heading">3. Cocooning 2.0</h2> <p>Die Menschen verbrachte zwar auch schon vor COVID-19 immer mehr Zeit zu Hause – die amerikanische Trendforscherin Faith Popcorn kreierte dafür vor 40 Jahren die Bezeichnung „Cocooning“ – die Pandemie hat diesen Trend zur Häuslichkeit aber noch einmal deutlich verstärkt. Insbesondere in Krisenzeiten möchten sich Menschen in ihrem Heim auch zuhause fühlen. Deshalb ist davon auszugehen, dass in der kommenden Dekade die Innovationen im Bereich des Wohnkomforts zulegen werden – „Home Sweet Home“ statt Hausarrest.</p> <h2 class="wp-block-heading"> 4. Masc(ara)</h2> <p>Masken waren <em>das</em> Modeaccessoire des Jahres 2020, und Mascara war <em>das</em> angesagteste Beauty-Produkt, weil nur Augen und Wimpern beim Tragen der Maske sichtbar sind. Da <a href="https://www.fr.de/ratgeber/gesundheit/corona-grippe-maske-maskenpflicht-ffp2-coronavirus-frankfurt-covid19-influenza-pandemie-mundschutz-ltt-zr-90190356.html">Masken laut Experten auch in Zukunft zumindest in typischen Grippezeiten weiterhin eine Rolle spielen werden</a>, gilt es in diesem Bereich weiterhin neue Produkte und Services zu erfinden, die Konsumenten sich möglichst wohlfühlen und so gut wie möglich aussehen lassen.</p> <h2 class="wp-block-heading">5. Die neue psychische Stärke</h2> <p>Die Einschnitte und Belastungen einer Pandemie bringen viele Menschen psychisch an ihre Grenzen. Mentaler Stress und Druck führen zu  „Fatigue“ und sogar Depressionen. Innovationen, mit denen Menschen täglich ihre mentale Stärke managen und ihre Leistungkraft erhöhen können, werden zum Selbstläufer. Apps wie <a href="https://www.happify.com/">Happify</a>, mit denen sich negative Gedanken vertreiben lassen, Stress abgebaut werden kann und ein besseres Lebensgefühl Einzug hält, finden bereits jetzt starken Zuspruch.</p> <h2 class="wp-block-heading">6. Modulare Flexibilität</h2> <p>Unternehmen wie Verbraucher erwarten neue innovative Methoden, um mit wechselndem Bedarf umzugehen. Waren und Services, die uns gute Dienste leisten, sollten je nach Bedarf angepasst oder in Menge und Umfang vergrößert oder verkleinert werden können. Fahren Sie weniger Auto? Dann sollten sich Ihre Versicherungsbeiträge verringern. Sind Sie im Home-Office? Dann sollte sich Ihre empfohlene Einkaufsliste entsprechend anpassen.</p> <h2 class="wp-block-heading">7. Immer wieder neue Skills</h2> <p>Die Pandemie hat Unternehmen und Konsumenten gleichermaßen dazu gezwungen, sich in vielfacher Hinsicht neue Fähigkeiten anzueignen. Die nächste Generation an Innovatoren muss daher so geschult sein, dass sich Entwicklungen agil vorantreiben lassen. Wir erwarten, dass es neue Formen des innovativen Lernens geben wird, die Organisationen und Einzelpersonen in die Lage versetzen, diese Skills zu entwickeln.</p> <h2 class="wp-block-heading"> 8. Fokussierte Mitwirkung vs. andauernde Kollaboration</h2> <p>Viele Unternehmen haben mit hochgradig kollaborativen Innovationsansätzen allenfalls gemischte Ergebnisse erzielt. Bessere Resultate stellen sich ein, wenn ein kollaborative Ansatz auf die wichtigsten Elemente des Innovationsprozesses beschränkt wird.  Man kann in diesem Zusammenhang vielleicht von einem Modell der „mindestens umsetzbaren Mitwirkung“ (Minimum Viable Participation) an der Entwicklung eines „mindestens umsetzbaren Produkts“ (<a href="https://www.fuer-gruender.de/wissen/geschaeftsidee-finden/geschaeftsidee-suchen/minimum-viable-product/">Minimum Viable Product</a>) sprechen.</p> <h2 class="wp-block-heading"> 9. Phygitale Erlebnisse</h2> <p>Im Begriff des Phygitalen (Physisch und Digital) verschmilzt das Beste der physischen mit dem Besten der digitalen Welt. Als Folge unserer während des Lockdowns gestiegenen digitalen Kompetenz werden in zunehmendem Maße anspruchsvollere phygitale Experiences gefordert. Die besten phygitalen Innovationen liefern dabei die drei I (Immediacy, Immersion und Interaction). Die Playstation PS5 beispielsweise ist phygitaler geworden, weil einerseits ihre Haptik verbessert wurde, während andererseits der Gamer in eine digitale Welt eintaucht. Große Kaufhäuser mutieren zu <a href="https://www.urban-hub.com/de/technology/phygital-besserer-service-dank-kombiangeboten/">phygitalen Tempeln</a>, durch die wir mit unserem Smartphone navigieren können – wenn wir einen Artikel sehen, der uns gefällt, können wir ihn einfach scannen, und erst dann wird er uns zur Ansicht präsentiert.</p> <h2 class="wp-block-heading">10. Expansion in realistische Sub-Kategorien</h2> <p>Um in diesen unsicheren, wechselhaften Zeiten einen stabilen Umsatz zu erzielen, müssen Unternehmen beweglicher werden. Bereiten Sie sich deshalb darauf vor, mittels entsprechender Innovationen schnell in Sub-Kategorien vorzustoßen, die sich in realistischer Reichweite zu ihren Kernkompetenzen befinden. So wie Dine-In-Restaurants auf Take-out umstellten, Fast-Fashion-Unternehmen sich Masken zuwandten und Einzelhändler damit begannen, angeblich lebenswichtige Güter zu verkaufen, die Konsumenten (offline) nirgendwo anders bekommen konnten, nur um vom Shutdown verschont zu bleiben.</p> <h2 class="wp-block-heading">11. Die Pop-Up Mentalität</h2> <p>Top-Immobilien in städtischen Bereichen sind zunehmend unterbelegt oder stehen leer. Wir rechnen deshalb mit immer mehr Geschäftsmodellen (und Büroflächen für Unternehmen), die mit entsprechenden Verträgen Pop-Up-Erlebnisse oder -Verkauf im Auge haben. Heute hier, morgen da.</p> <h2 class="wp-block-heading">12. Purpose is Cash</h2> <p>Viele Menschen reagierten in der Pandemie interessiert auf Produkte und Dienstleistungen, die sich durch einen eindeutigen Purpose auszeichneten – von Beauty-Marken, die nicht nur oberflächlich wirkten, bis zu Unternehmen, die BOGOF („buy one, <em>GIVE</em> one free“) wirklich ernst nahmen. Erregen Sie mit Ihren Innovationen bei den Konsumenten also dadurch Aufsehen, dass Sie diese authentisch mit positiven Themen und Anlässen verknüpfen. Denn Purpose-getriebene Marken stiften nicht nur mehr Sinn, sondern sind immer öfter auch erfolgreicher, <a href="https://www.sueddeutsche.de/stil/sinnhaftigkeit-patagonia-allbirds-purpose-1.5359604">wie selbst Blackrock-Chef Larry Fink anerkennt.</a></p> <h2 class="wp-block-heading"> 13. Screen-Time als Schaufenster</h2> <p>Angesichts der Tatsache, dass sich das Shopping mehr und mehr in den virtuellen Raum verlagert und Mundpropaganda zunehmend an Bedeutung verliert, ist ein attraktives Erscheinungsbild auf dem Screen immer wichtiger. Innovationen müssen über Farben, Formen und Materialien vermittelt werden, die auf einem kleinen Bildschirm eine optimale Wirkung entfalten.</p> <h2 class="wp-block-heading"> 14. Big Brother wird noch größer</h2> <p>Überwachung wird wohl gesellschaftlich zunehmend toleriert werden, wenn sie dazu beiträgt, dass sich jeder zum Wohle aller an „Regeln“ hält. Es ist davon auszugehen, dass in eine Vielzahl personenverarbeitender Systeme Überwachungs- und Compliance-bezogene Innovationen integriert werden, um bestimmte Dinge zu „kontrollieren“.</p> <h2 class="wp-block-heading">15. Social Innovation</h2> <p>Wer wissen möchte „was los ist“, treibt sich auf sozialen Netzwerken herum. Diese Entwicklung hat sich während der Pandemie weiter beschleunigt. Um erfolgreich zu sein, müssen zukünftige Innovationen deshalb die Eigenschaften und Vorteile sozialer Plattformen noch besser für sich nutzen. Nur durch eine enge Verknüpfung mit den neuesten „Verführungs- und Vollzugstechniken“ von Social Media, stellen Unternehmen sicher, dass Ihre Produkte und Services einen ähnlich hohen Stellenwert im Leben der Menschen einnehmen</p> <h2 class="wp-block-heading"> 16. Vorbereitet sein zum „Überleben“</h2> <p>Survival-Experten fühlen sich angesichts der Tatsache, dass sie auf die Pandemie sehr gut vorbereitet waren, momentan sicherlich geschmeichelt. In diesem Zusammenhang ist mit Innovationen zu rechnen, die nicht nur das bloße Überleben sichern, sondern den Menschen im Falle unerwünschter und außergewöhnlicher weltweiter Ereignisse helfen, auch weiterhin Erfolg zu haben. Die Überlebensspezialisten des 21. Jahrhunderts bauen vielleicht nicht gleich ganze Bunker, werden aber durchaus Maßnahmen ergreifen, „um vorbereitet zu sein“. Funktionierende <a href="https://www.zeit.de/digital/2021-07/warnsysteme-deutschland-hochwasser-cell-broadcast-sirenen-katastrophenschutz-meldeketten-sicherheit?utm_referrer=https%3A%2F%2Fwww.google.com%2F">digitale Warnsysteme</a> sind in diesem Zusammenhang elementar, was uns die jüngste Hochwasser-Katastrophe gezeigt hat.</p> <h2 class="wp-block-heading">18. Die neue Relevanz von Nachhaltigkeit</h2> <p>Viele wissbegierige Menschen haben sich im Lockdown lehrreiche Dokumentarfilme wie „<a href="https://www.cowspiracy.com/">Cowspiracy: Das Geheimnis der Nachhaltigkeit</a>“ o. ä. angeschaut und wissen jetzt noch besser darüber Bescheid, wie wichtig eine nachhaltige Lebensweise ist. Innovationen im kommenden Jahrzehnt müssen dem Thema Nachhaltigkeit Rechnung tragen. Dabei geht es sowohl um die Materialien, die für sie verwendet oder nicht verwendet werden, als auch um nachhaltiges Wirtschaften in der Wertschöpfungskette.</p> <h2 class="wp-block-heading"> 19. Die „no-touch“ Touchpoints</h2> <p>Was ihre Interaktion mit der Außenwelt angeht, sind viele Menschen mittlerweile auf einen Hands-off-Ansatz konditioniert. Denn jeder Kontakt eröffnet auch die Gelegenheit, „Bakterien“ mitzunehmen oder weiterzugeben. Bei Innovationen sollte man deshalb überlegen, wie sich die sprichwörtlichen Touchpoints in der User Experience auf ein Minimum reduzieren lassen, insbesondere für Produkte/Services, die außerhalb des Hauses in Anspruch genommen werden.</p> <h2 class="wp-block-heading">19. Sich immer öfter mal was gönnen</h2> <p>Selbstverwöhnungsstrategien im Rahmen des „Mood Managements“ haben während der Pandemie Wunder gewirkt. Die Weisheit, sich jeden Tag etwas Gutes zu tun, wurde von vielen Menschen beherzigt. Neue Innovationen, die Menschen kostengünstig dabei helfen, sich jeden Tag zu belohnen, werden Freude und Genuss bereiten.</p> <p>Durch die Pandemie haben sich viele unserer Prioritäten und Gewohnheiten verändert. Für Unternehmen und Marken bedeutet das, dass sie ihr Angebot immer wieder hinterfragen und anpassen müssen, um auf Dauer relevant zu bleiben.</p> <p><em>In welchen Bereich kann Ihr Unternehmen sich einen Wettbewerbsvorteil verschaffen? 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