It is often said that crises bring out the best and worst in people. And we can add that the same thing happens with brands. In this unprecedented global crisis that is the Coronavirus pandemic in which in one way or another all people, industries and categories of consumption are affected, much is left naked. From social inequalities and the debate over the right to access basic health services, to the prioritization of care for the most vulnerable populations, to the role of the State and the legitimacy of the implementation of surveillance, to the level of digital transformation actually achieved by organizations, how much technology we can and should access on a daily basis, or the categorization of what is considered essential products and services and what would not be so essential.
During these last weeks, from digital anthropology and consumer and context studies, we have seen the stark structure of both consumers and brands' responses, brought to light. People reconnecting with their family and taking care of the house, first enthusiasm for free time indoors for some, memes circulating, humor in action to act against uncertainty, but also anxiety and questions about so many things we give taken for granted: the use of time, the power of face to face to bond us, our own human vagaries: from solidarity to the survival instinct that can make us mean.
So then, it would seem that it finally happened: the time so often declared has arrived to offer service, to offer categories and products that solve and are relevant to this new life that we must lead for the moment. It is not about the claim, it is not just about its communication, but about putting the brand's value equation into action, without “virus-washing”. Does it work or not? Does it solve or not? Does it comply? Help me? Is it worth what it costs? Does it give me something different from others? Questions that are always in the background of consumer choices, but when there is more emotional bandwidth, perhaps they take a backseat. Not today. There is no bandwidth available, no background: it is the “most real reality” possible. And this is a challenge for everyone (brands and consumers).
Naturally, the question arises about how we will continue, what the “day after” will be like. How will we provide new certainties? How will we generate experience if the weight of on and off changes to know, buy, share with others? How will consumption occasions change with a new indoors-outdoors mix? What will the new packaging: cool, hygienic, both? What will be the new speed and UX expected in the services?
Although there are no accurate predictions in such social dynamism, there are some intuitions that are being consolidated based on everything observed: surely we will want to return to pleasure, we will want to enjoy, we will want to laugh and see each other face to face, we will wanting to go out and travel again, know and explore. Because it is our human nature. But surely we will also want hygiene and certainty. And safe experiences. And traceability beyond what is sustainable: traceability to the warehouse. And speed, in everything.
Let's do everything possible so that this crisis helps us to be more empathetic with the needs of the consumer, let's not assume that what we knew about them necessarily continues to apply and let's learn more every day to see them as a whole person and not just as a target or segment. So that all these tensions and ambiguities, doubts and new challenges that we experience help us to innovate and offer things that are worthwhile, human-first.