Re-Branding For The “New Normal” After Coronavirus?

Almost overnight, the response to this pandemic has forced most people around the world into completely new behavioral patterns – e.g. lockdowns, isolation, social distancing, more frequently washing hands, online working and meetings, etc.  Our traditional daily regimens have been thrown out the window.  Fortunately our adapting to these adjustments seems to be working as we see new glimmers of hope every day.

But what will be the impact long term from these new adaptations?  In particular, will our values and behavior permanently change, and how?  These are important questions for brand marketers since marketing is ultimately about influencing target customer behavior (e.g. their purchases), and branding is about promising things that connect to their values and respond to new and different behavior patterns.

While much has been predicted about economic adjustments, there is only speculation on whether and how our daily lives will change after this coronavirus pandemic.  My research on views from “experts” reveals a wide array of insightful predictions.  Hopefully some are inspirational or at least worth considering for new opportunities:

• Decline of Hyper-Individualism – our heritage in North America has been more egocentric, influenced by the Protestant ethic and our traditional pursuit of personal freedom, as compared to the broader consensus-driven values in Asia. The interdependence of everyone combating this common enemy might lead to more sharing and communal engagement however.  Perhaps this will even be displayed in advertising where it becomes more relevant to show several consumers enjoying a product versus just one.
• Personalizing Communications – the passionate and empathetic articulation by new heroes like Dr. Fauci and Governor Cuomo, which has inspired almost everyone, may encourage conversations to become more humanized and emotional. The importance of transparency, detailed facts, honesty and authenticity will hopefully influence our leaders and even advertising (e.g. greater use of storytelling?), and help restore credibility and trust in our institutions, which has been sorely lacking recently.
• Broader Healthcare – perhaps the most glaring outcome from this pandemic is the increased awareness of the naked vulnerabilities of every American, despite their wealth status, gender, age, lifestyle, or geographic location. No doubt, more Americans will insist on some kind of broader health coverage.  A recent poll mentioned in the NY Times found that 41% of adults are now more likely after this epidemic to support a government-run care system for all Americans.  Such a transformation occurred after another catastrophic event (World War II), when the NHS (National Health Service) was established in Britain, after aristocrats and workers fought together and realized their common needs and shared benefits.
• Connecting – the lockdown has forced more businesses and schools to revert to online meetings, messaging and classwork. This alternative form of remote engagement, always controversial, may have settled many questions and could lead to greater use in the future.  Currently less than 4% of jobs allow working partially or full time from home, although estimates indicate that almost half the jobs in the U.S. could involve some telecommuting.  Even physically greeting people with a hug or handshake may be minimized going forward.
• Eating Better – most people will return to restaurants after this pandemic, but not all. Many have re-discovered the joy of cooking and communal dining at home.  From a nutritional standpoint, this might result in consuming healthier foods, especially with online purchasing and restoring school meals, in light of the disproportionate number of Covid-19 deaths attributed to diet-related conditions (7 of 10 adults are overweight or obese).
• New Patriotism – we are used to proudly lauding our armed forces for protecting us. But now there is another sector to be revered: all the frontline workers sacrificing for us – e.g. doctors, nurses, pharmacists, teachers, caregivers, store clerks and small business owners and employees.  Recognizing and saluting these workers will hopefully inspire a greater love of community, enhancing respect for their contributions.

The future is always impossible to predict, but it is worthwhile recognizing how so many fundamental behavioral patterns and traditional values have been impacted by this traumatic pandemic and hence how we might adjust and make positive changes in the future.