What We’ve Learned From Two Months Of Tracking COVID-19 Social & Digital Trends
Over the past several weeks Praytell has been publishing a daily digest of coronavirus-related brand movements and consumer trends (click here to sign up).
During this time we’ve noticed that reactions are coming in distinct waves, with fast-turn brand and marketing changes happening first, while deeper, long-term cultural and societal adjustments just starting to emerge now. These latter movements are important to understand as they reflect consumer attitudes and psychology, and will impact their behaviors for months and even years to come.
First, our starting point. Even before the pandemic, there was a zeitgeist of exhaustion and exasperation, particularly with technology. People felt frazzled, defensive and suspicious. It’s clear that the political climate was responsible for part of this, as was the rapid development of mobile technology and its impact on our psycho-social well being. The research firm Gartner quantified these feelings in their annual consumer values analysis — while overall the top American values held steady, the values with the most upward momentum clearly signaled a desire for calm, control and escape.
This was all before the disease, quarantines and economic troubles! U.S. consumers valued protection and relief for themselves and their loved ones, cocooning toward comfort.
Then the virus hit and Americans put those feelings into action. Those who were able chose to stay home, bake bread, get cozy and watch Netflix; escape, comfort and relief from the crazy world outside. This was the first wave of reaction to the outbreak, and it is ongoing as many remain at home. The impacts and results of this are relatively well understood (increased time on social, increased video streaming, increased alcohol consumption, Zoom parties, etc).
Next came the brand and marketing reaction. It was stumbling at first (every marketer has an example about an early pandemic brand gaffe), then followed by silence as many brands figured out their strategy. After pulling OOH, radio and other spending, most of them found their footing using social media, which has emerged as the most important communications channel. Those that did it right were rewarded with huge increases in engagements.
At first consumers welcomed (most) updates about how brands were reacting, but it quickly became a flood and people started feeling major messaging fatigue. We saw little appetite for hollow gestures as people looked for meaningful action, with many folks volunteering. It has been truly inspiring to see the many selfless and helpful acts of volunteers and communities supporting each other where resources and governmental support is scarce.
After these individual and organizational reactions became commonplace, we have now started to see deeper movements in the realms of technology, design, society and culture. Not only because it simply takes longer to implement some of these (refitting robots takes a while), but because some take place in the collective unconscious and emerge after time spent under certain conditions.
Recent technological and design innovations show how we will interact with the world around us in a post-COVID era. Social distancing bubble dresses keep wearers isolated in public spaces; 3D printed contactless door openers negate handles as a vector for disease; robots help diagnose people remotely; drones finally begin taking over delivery duties at home and abroad, and an agency in Amsterdam maintained office culture with a VR replica of their studio and held an 70 person happy hour. Emerging technologies, heralded as just around the corner for years, are being accelerated into mainstream use.
Meanwhile, back in our homes, the effect of keeping millions of people isolated has given space for new (and old) subcultures to coalesce, giving us a look into the deeper and longer-term psychological and sociological reactions to the pandemic — how the values and feelings of individuals have pooled together and manifested as groups and trends.
Cottagecore (AKA farmcore or countrycore), an aesthetic subculture that romanticizes agricultural life, has seen an explosion of interest in recent months, particularly with young adults. It’s not hard to understand why. As it is centered on the idea of a more simple life and harmony with nature, the flight to cottagecore reflects the desire for escape and retreat from modern life, the news, technology and the pandemic. With COVID laying enormous emotional and mental pressure on people, they are manifesting their deep desires for comfort, calm and good vibes, as we noted earlier in the Gartner study. Understanding these values and feelings is vital to connecting and communicating with all Americans, as we are all feeling the same sort of way.
So what does this all point to? A future where we interface with robots and drones a lot more. The preeminence of social as a brand communications channel. A stronger culture of at-home entertainment and hobbies, manifested into specific subcultures sharing with each other over the Internet.
And a lot more, to be sure. But from looking at deep cultural and societal trends, not quick brand and marketing reactions, the takeaway for us should be this: People want good news. Provide them with comfort and escape, encouragement and solace, without ignoring reality. Acknowledge their feelings and understand their fatigue, but do not step away; instead, take the next step forward and offer optimism, where appropriate.
Think about how you can deliver comfort. Think about how brands can provide solace. How will the holiday season be different this year, with our new habits, values and concerns? Keep this in mind and consider how you could change someone’s mindset for the better with optimistic marketing in the latter half of 2020.
To learn more about Praytell and our trend and research capabilities, please visit the Praytell website or email hello@praytellagency.com
Written by Nestor Bailly
