Strategic Communication for Brands of Sports and Wellness Industries: Future Forecasting

Student: Olefirenko Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The COVID-19 pandemic has a dramatic impact on the sports and wellness industries in Russia. The purpose of this study is to describe the key changes in consumer behavior that will affect these industries and to predict the possible consequences of the epidemiological situation. To determine the future of industries and identify the main trends, trend forecasting was carried out, the stages of which include desk research (analysis of 270 sources of secondary data), 11 expert interviews, cross-impact analysis and generation of 4 scenarios for the development of industries in the next two years. The results of this study not only provide an answer to the question “What will happen to the perception of sports and wellness after COVID-19?” but also provide specific recommendations for brands that will allow to build strategically effective communication with the audience.

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