We may not all be infected. But we will all be impacted.
We used to say that the only constant is change – and this has gained new meaning nowadays.
The coronavirus spreads fast around the globe, and while we may not all be infected by it, we will all be impacted by it. With that said, we can all start to prepare for the changes we will see in social dynamics, behavior, and commerce. So, here’s our angle on the matter and initial guidelines and insights into navigating this new shift (by 360i).
(Originally written on March 12, 2020. Figures and facts may be updated)
Even though normality will be restored at some point, it will likely not be any time soon, and our lifestyle will continuously be upended. However, as much as this is a stressful moment, it’s also a fascinating time to observe behaviors and learn about what people will start, stop, and continue doing moving forward into 2020.
Available data shows that fear is spreading faster than the virus itself. And with that, while most of us won’t be infected, we will all be impacted.
So, in our commitment to do right by our people and our clients, we put our humble thoughts on paper and crafted a 3, 6 and 9-month scenario that may come in handy when thinking of our actions today and for the rest of 2020 (always in line with what’s authentic for businesses and brands to impact).
This is a new situation for everyone, and we can face it with strategy and courage. We hope this can help everyone prepare to bounce back into relevance in the post-coronavirus reality.
There’s more than enough evidence to inform us and lots of noise to distract us. Information and official data can help us calm down and see things clearly – even the bad things. Information is in flux, so, by the time you read this, the data might have already shifted (the below was last updated on 4/7).
Let’s start with the good, and there’s lots of good
But of course, there’s a concerning amount of bad
Finally, the ugly
Misinformation, confusion, politics over science, and denial has caused inefficiencies and panic, which has shaken the very structure of our psyche. In the U.S and other countries, the level of uncertainty is high, and mood swings can throw our daily lives out of balance.
The impact has been huge – in markets, in the economy, in employment, in social norms, in relationships, and much more. There is even data to show that divorce rates are spiking across China after couples spent too much time together during the coronavirus home quarantine.
This is “ugly” because it shows that the way we’ve been reacting has had serious implications.
And as people who lead businesses and can have an impact on other people’s lives, it’s essential to think of how the next 3, 6 and 9 months may unfold, and how we can help ease our society’s anxiety and fears as we blaze our way back to normalcy.
A better one. Smarter, more prepared, and humbler.
The fact is when social physical distancing flexes, hopefully, in 3-5 months, the lingering threat will still be present, and people won’t be back to simply living life as it was. Our hygiene, wellness, eating habits, transportation arrangements, working dynamics, travel patterns, and social norms may be forever changed.
Just think about how long until you stop washing your hands frantically, how long until we feel comfortable about getting closer to people you don’t know, and until we commute freely again. How long until we stop feeling the need to back away quickly from someone sniffling and sneezing.
With that in mind, we used many sources, research, discussions with experts, and relied on our cultural antenna, to draft the following scenarios. These scenarios follow basic and immutable principles crafted by Abraham Maslow in his hierarchy of needs and human motivational theory (ranging from physiological needs up to self-realization).
For weeks now and the next 90 days ahead, we can infer that most people will struggle to work from home, keep kids’ education going, provide entertainment, and keep a healthy routine and schedule. This is the impact of the initial shock to our lives, where we all feel the entrapment and the anxieties of our world getting significantly smaller.
Main pain-point: Excruciating loss of control. Naturally, our daily lives have been thrown out of balance, and this leads to a sense of loss of control. Many people will feel some heaviness in their chests, and it’s disorienting and painful to try to make it all work when you don’t even know what needs to work and to what end. And since we live in a world where we track everything, where we anticipate everything, where information is widely available, we’re addicted to planning and controlling as many aspects of our lives as possible.
Most needed antidote: Pockets of stability. With all being upended, the sense of control can be restored as a few elements start falling into place. Stability will bring back ease, calmness, and focus. It’s imperative that with all the fluidity around us, some things must become fixed and firm.
In this context, here are some questions you can ask yourself:
This initial stage is especially important – according to a study published in the British Journal of General Practice, lasting habits take an average of 66 days to form. After this initial period, their imprint is likely to remain, even if the initial driver fades.
Six months in, we can assume that people will be calmer and more in control of their own situation. By then, we would have learned the ropes of working from home and keeping everyone calm, informed, and entertained while we will likely experience slightly more freedom to leave home. And if history taught us anything, we will start to conform to the situation while nostalgically thinking of how things were before.
Main pain-point: Sense of Stagnation. After some 90 days past the initial shock, stability should be in place, and we all start to see things more clearly again. And with that clarity, we will then realize we haven’t been moving forward, improving ourselves and progressing as much as we were used to. We’ve all been in a self-improvement groove for years now, and the loss of momentum will make us feel stagnant or even like we’re moving backwards.
Most needed antidote: Signals of Progress. To infuse a sense of optimism and forwardness in this more stable context, signals of progress and improvement need to become more evident. It elevates the sense of hope and reconnects us with the aspirations and plans we had before change drastically took place.
In this context, here are some questions you can ask yourself:
Nine months in, we can infer that our world (but not yet the whole world) will be ready to go back to normal. But normal may have taken a different shape, and it’s hard to reenter this atmosphere after months of intense limitation and isolation. The world outside will feel vast and complex at first, possibly, overwhelming.
Main pain-point: Initial Disorientation. Now we’re ready to go back to regular errands, work from an office, go shopping, socialize, exercise regularly, pay bills, find jobs, hire people, gossip, and whatnot. But it will be a new normal, and even though we all dreamed about our world pre-COVID19, the reality will be similar, but different. And this will potentially be a tough reentry.
Most needed antidote: Accessible Guidance. Make no mistake – everyone will experience this on an individual level. We will all feel the new environment differently. To help people reorient themselves in the new but familiar territory, accessible guidance will be needed.
In this context, here are some questions you can ask yourself:
Across the different scenarios, it’s a moment to try and pilot things. It’s not a moment to wait for perfection, because perfection gets in the way of progress. We need progress to inject a positive outlook. Here are some actions that may inspire you.
Many brands are taking relevant actions worth noting in the face of coronavirus. More will take place daily, try to be one of them.
To name only a few – there’s no shortage of well-intended and successful examples out there. In a time of need, like this, businesses can play a vital role in keeping society moving forward and optimistic. Hopefully, your business can join in.
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