For a few weeks during the Coronavirus’ spread across the United States, Americans all spoke the same language.
Phrases like “flatten the curve” and “social distancing” entered our lexicon. Many have documented our new set of social norms, from stepping away from strangers on the street (once awkward, now thoughtful) to wearing a mask in public (once suspicious, now a sign of good citizenship).
But then these shared standards began taking on political connotations.
As government officials split over next steps in the battle against the virus, Americans fell back into factions, now perhaps easier to distinguish than ever. …
When people or brands say, “We’ll get through this together,” or “After the Coronavirus has passed,” they’re revealing a lie in our collective words of encouragement.
There will very likely be no “before and after” COVID.
Instead, there will be a very slow tumbling of closures and business failures, amplified by a reshuffling of social norms and broken ideals.
Today, grocery stores have begun installing plexiglass barriers and safe standing zones for checkout, while airlines have less and less direct flights and stewards ask travelers to raise their hands to go the bathroom. …
This is the podcast we always wanted to create for our readers.
Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors, and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?”
This is where Jean-Louis, my partner at Concept Bureau, and I combine our futurist thinking with our brand strategy experiences.
We believe if we can’t see it in our culture, we can’t know it in the market.
Before we saw the same wellness brands appear on both Goop and InfoWars, we couldn’t know that America’s warring sides were searching for the same myth. …