I feel... The emotional side of the pandemic.

“I feel worried, I don’t know what to do, I am afraid of what is coming”; “I have never imagined this could happened, I am anxious”; “I have gone through all the stages, from panic to self-reflection and introspection” 

The pandemic has brought people to experience all kinds of emotions: from panic attacks as a result of fear and uncertainty, to exploratory states of self-reflection leading towards a more compassionate and supportive attitude.   

We have found a frightened consumer during our conversations, but with the need to talk; bewildered, but with the will to learn how to endure the new reality; isolated, but with the desire to share with others; distressed,  but motivated to think in a better future; limited, but exploring new subsistence and daily coexistence habits.   

Consumer’s new life experiences has weaved new paths towards unforeseen learning, behaviors, and attitudes. Covid19 confined the markets to their homes and through deprivation, risk and uncertainty, it has transformed some people to become more conscious and less superficial; more grateful and less critical, more supportive and less egocentric, simpler in their lifestyle and less worried about luxuries and excess. 

Their priorities changed! From worrying about looks to concern for being healthy, from the extravagance to the simple things in life, from a few friends to extended virtual friend circles; from the economic and intellectual power to humanity, austerity and introspection.   From the professional achievement as a priority to family union as the foundation for their existence. 

The consumers we will see after the Pandemic will be different; with life experiences that would leave a mark on their hearth, their goals, life aspirations, priorities, attitudes, and behavior. What used to be important will probably be less so; their preferences might be broader and simpler. In our role of market strategists, we need to understand that we are, and we will be talking to an emotionally vulnerable consumer, and even more importantly, immersed in a personal transformation process.

Today, the emotional side of the consumer acquire a fundamental value in any process of market exploration, understanding, or forecasting.  It is not the same to talk to a consumer immersed in a stable economy than to one absorbed in an existential and economic crisis. Today’s understanding of worries, plans, and dreams will allow market strategists to establish an effective emotional link that will decide your brand’s relevance, consideration and loyalty in the eyes of the post-Covid19 consumers.  Do you know how is this consumer feeling? What is this consumer thinking? What are their short- and long-term plans? Do you have the insights to establish the emotional link with the consumer that will leave confinement in the next months?

Maria Casas, Managing Partner – Qualitative business MCLF