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Are you changing with them?","contactLinks":[[{"_key":"26c26a763db5","_type":"block","children":[{"_key":"26c26a763db50","_type":"span","marks":[],"text":"To explore and apply further insights about post-Pandemic consumers for your sector, business, or brand, please contact:"}],"markDefs":[],"style":"normal"},{"_key":"abe93a1e9b2c","_type":"block","children":[{"_key":"abe93a1e9b2c0","_type":"span","marks":["strong"],"text":"Suresh Raj"},{"_key":"abe93a1e9b2c1","_type":"span","marks":[],"text":"\n"},{"_key":"abe93a1e9b2c2","_type":"span","marks":["c16dcc6e98f9"],"text":"hello@v7international.com"},{"_key":"abe93a1e9b2c3","_type":"span","marks":[],"text":""},{"_key":"abe93a1e9b2c4","_type":"span","marks":["bc73f602111b"],"text":""},{"_key":"abe93a1e9b2c5","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"c16dcc6e98f9","_type":"link","href":"mailto:hello@v7international.com?subject=Working%20together&body=I%E2%80%99m%20interested%20in%20learning%20more%20about%20the%20insights%20you%20have%20on%20post-Pandemic%20consumers%2C%20and%20how%20that%20could%20help%20my%20business%20move%20forward.","title":"Working together"},{"_key":"bc73f602111b","_type":"link","href":"mailto:suresh.raj@blue-impact.com","title":"Contact Suresh Raj"}],"style":"normal"}],[{"_key":"06df87ba3516","_type":"block","children":[{"_key":"06df87ba35160","_type":"span","marks":[],"text":""},{"_key":"06df87ba35161","_type":"span","marks":["0c1245cca704"],"text":"Click here"},{"_key":"06df87ba35162","_type":"span","marks":[],"text":" to subscribe to the latest consumer insights and additions to our live data monitor."}],"markDefs":[{"_key":"0c1245cca704","_type":"link","href":"mailto:monitor@v7international.com?subject=Keep%20me%20posted&body=Please%20keep%20me%20up-to-date%20on%20the%20data%20and%20insights%20from%20the%20COVID-19%20Monitor%20as%20they%20develop.","title":"Keep me posted"}],"style":"normal"}]],"dataMonitorButtonLabel":"View data dashboard","dataMonitorHeading":"View Our Ongoing Consumer Data","dataMonitorParagraph":[{"_key":"e5f234295c9f","_type":"block","children":[{"_key":"e5f234295c9f0","_type":"span","marks":[],"text":"Toggle back and forth between our Insights and the data dashboard. Our data are being refreshed in real time, as surveys are being fielded, with new international markets being launched every few weeks."}],"markDefs":[],"style":"normal"}],"description":"Insights","featuredInsight":{"_createdAt":"2020-12-17T15:02:01Z","_id":"f757af58-fa74-447a-ab52-75158af04838","_rev":"Bdyg0pddRFfLYiLehc4a0d","_type":"article","_updatedAt":"2020-12-18T01:39:38Z","content":{},"description":"As the tumultuous year of 2020 nears a far-from-normal finale, historic events of social unrest, racial strife, global illness, and political division invite a question of whether our shared new normal is to be one of tension and oppression, or perhaps we have hit a nadir, and a modern-day renaissance will now begin to emerge.","excerpt":"As the tumultuous year of 2020 nears a far-from-normal finale, historic events of social unrest, racial strife, global illness, and political division invite a question of whether our shared new normal is to be one of tension and oppression, or perhaps we have hit a nadir, and a modern-day renaissance will now begin to emerge.","featureImage":{"_type":"image","asset":{"extension":"png","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":2.010362694300518,"height":579,"width":1164},"lqip":"data:image/png;base64,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"},"mimeType":"image/png","url":"https://cdn.sanity.io/images/1tkgris1/production/3de893e02709ee76945fe0685c41feb40e50f362-1164x579.png"}},"locale":"en","shareImage":{"_type":"image","asset":{"_ref":"image-aba60a78d45c1fc1a63a1862fb1e518b164f68ac-1200x630-png","_type":"reference"}},"title":"A Call for Empathy","topics":["social"],"url":{"_type":"slug","current":"a-call-for-empathy"}},"featuredInsightSubheading":"Feature insight","featuredList":[{"_createdAt":"2020-11-12T17:20:06Z","_id":"55fa007c-5c68-46c0-9d30-9e431dc45fb9","_rev":"V5s9Jm0u5AKZGsbSi0cy1U","_type":"article","_updatedAt":"2020-11-16T02:58:54Z","content":[{"_key":"3ee2dfb3ba62","blocks":[{"_key":"c06eb431e71b","_type":"subheading","text":"EXECUTIVE SUMMARY"},{"_key":"1f53108fc52b","_type":"contentBlock","content":[{"_key":"b28af69c8c76","_type":"block","children":[{"_key":"01d3bff945ed","_type":"span","marks":["strong"],"text":"People are now torn on another front. Looking out for number one versus supporting the greater good or Me Versus We. As both the pandemic and pandemic fatigue set in, how can marketers and brands stay connected with consumers as they gyrate – sometimes wildly – between following societal guidance versus exercising freewill?"}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"ac4d6bdd8f76","_type":"imageWithText","compact":false,"image":{"_type":"image","alt":"woman on public transportation with a mobile phone wearing a mask","asset":{"_ref":"image-2f9139a79f7e15cf0b0b6f19c3eddebf84f88930-1140x1072-jpg","_type":"reference"}},"layout":"rtl","noVerticalPadding":false,"smallImage":false,"text":[{"_key":"7714dbb4e4d7","_type":"block","children":[{"_key":"077082168ed0","_type":"span","marks":[],"text":"While the coronavirus affects people differently from individual to individual, the pandemic itself, and its far-reaching ripple effects, is impacting everyone across the board. Without a collective, worldwide effort aimed at mitigating the spread of disease, experts fear dramatically worsened outcomes will unfold, creating untold tensions and discord.\nA majority of people believe following the guidance and directives put in place by governing bodies and public health organizations is important to limit the virus’ spread. And yet, tellingly, there are still many who resist these directives, claiming their individual liberties are being jeopardized. Without deep psycho-social analysis in the why, it’s important we at least recognize the me versus we chasm, and learn how to navigate the differences."}],"markDefs":[],"style":"normal"}],"verticalCenter":true},{"_key":"dbf80b1aebe0","_type":"contentBlock","content":[{"_key":"84600c189652","_type":"block","children":[{"_key":"cbad1abe8ce8","_type":"span","marks":[],"text":"With “we’re all in this together” continuing as the common social and marketing refrain, the public health crisis demands a collective spirit and action; likewise, it also simultaneously provokes personal-health decisions and continual re-evaluation of one’s priorities."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"fcc80165621c","_type":"image","alt":"Sign that reads \"we're all in this together!\"","asset":{"_ref":"image-23fbb4b88a3aa96800f3f841da4f0337b368b725-1536x758-jpg","_type":"reference"}},{"_key":"503dcc519e5a","_type":"contentBlock","content":[{"_key":"c78001fb1aea","_type":"block","children":[{"_key":"04d32d43fd55","_type":"span","marks":[],"text":"The scales of balance between the me and the we have see-sawed vigorously on many fronts, and when viewed alongside the very real pandemic fatigue, we can begin to see what these challenging times actually means on a practical, day-to-day basis."}],"markDefs":[],"style":"h4"},{"_key":"486ed6fb9900","_type":"block","children":[{"_key":"ac33159e8b2e","_type":"span","marks":["em"],"text":"These challenging times"},{"_key":"34897f24f33d","_type":"span","marks":[],"text":" is more than a mere platitude, it is fast becoming code for not always knowing what to do, what to believe, or how to feel. Upbeat today? Maybe downtrodden tomorrow? We are all caught in this maelstrom, created outside of anyone’s control."}],"markDefs":[],"style":"normal"},{"_key":"707931154ef2","_type":"block","children":[{"_key":"a9abbd46ccd70","_type":"span","marks":[],"text":"Perhaps due to our minds’ pre-programmed fight or flight instinct, people are being pushed and pulled in multiple directions continuously, sometimes unconsciously. Let’s look at some of these pandemic-imposed tensions:"}],"markDefs":[],"style":"normal"}]},{"_key":"a4444c6af74c","_type":"highlightBock","content":[{"_key":"3b144ca251b8","_type":"block","children":[{"_key":"18e844d2b2a6","_type":"span","marks":[],"text":"The need to adhere to safety and prevention protocols versus the desire to be autonomous and live one’s life freely."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"51a991316122","_type":"block","children":[{"_key":"904d47695aaa","_type":"span","marks":[],"text":"The discord between believing in civic obedience while craving civil protest."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"83e8d5cf1c74","_type":"block","children":[{"_key":"ec8452346b94","_type":"span","marks":[],"text":"The shock of juggling personal, work and familial (education, daycare) demands."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"abf99e67ce0f","_type":"block","children":[{"_key":"7c7a46ca3344","_type":"span","marks":[],"text":"The generalized and specific emotional ups and the fearful downs, pandemic related or otherwise."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"1cc2c8be9974","_type":"block","children":[{"_key":"410e35ea3d52","_type":"span","marks":[],"text":"Determining those with whom one feels comfortable, safe, or with whom one remains distanced from, in every possible respect."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"f7625800857a","_type":"block","children":[{"_key":"b5eeeb494b9e","_type":"span","marks":[],"text":"The protracted timing of the pandemic, cycling through waves of intensity and causing wide-swings of government responses and public reactions to those responses."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"3f636d98459a","_type":"block","children":[{"_key":"439df9eddad7","_type":"span","marks":[],"text":"Finding a new sense of community among co-workers while working remotely or working under newly heighten restrictions."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"theme":"gray"},{"_key":"ca21596db806","_type":"contentBlock","content":[{"_key":"85d50c1435ed","_type":"block","children":[{"_key":"77f1cc95fa7a","_type":"span","marks":[],"text":"Through all of it, one thing holds true. There has been no shortage of forks-in-the-road to assess and navigate, consciously and subconsciously. The adage of change being the only constant is being proven out on a daily basis."}],"markDefs":[],"style":"normal"},{"_key":"c4599b788f93","_type":"block","children":[{"_key":"aca6a67ff0e50","_type":"span","marks":[],"text":"Where this comes home to roost for marketers is in the resultant impact on people’s preferences and loyalties. With normal life being unrecognizable to most of us, consumer behaviour and choice is going through its own version of churn, with ever-evolving criteria. Going beyond basic product features and benefits, people are now re-evaluating who they do business with and why. Brands and marketing practices need to keep pace or be left behind as yesterday’s “old normal.”"}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"Executive summary"},{"_key":"2605ea3e8a90","blocks":[{"_key":"11cc3cb7772d","_type":"subheading","large":true,"text":"MARKETING<br/>IMPLICATIONS"},{"_key":"fb8325eea5fd","_type":"contentBlock","content":[{"_key":"4bcc7f486dc3","_type":"block","children":[{"_key":"2d5efad75ee0","_type":"span","marks":["385066c309ff"],"text":"The pandemic is prompting people to more actively rethink their place in the world around them, creating seismic attitudinal shifts and new dilemmas for marketers across every sector."}],"markDefs":[{"_key":"385066c309ff","_type":"size","size":"text-2-5xl"}],"style":"normal"},{"_key":"cc30237499be","_type":"block","children":[{"_key":"c5d0653a2b5c0","_type":"span","marks":["385066c309ff","9508ca540c39"],"text":"How can we still connect with consumers as they are revisiting and questioning their own priorities, personal allegiances and preferences?"}],"markDefs":[{"_key":"9508ca540c39","_type":"size","size":"text-2-5xl"}],"style":"normal"},{"_key":"ff0efd2237eb","_type":"block","children":[{"_key":"ac90a92029160","_type":"span","marks":["385066c309ff","9508ca540c39","d6a487bc392a"],"text":"Following are a few strategies we suggest, along with winning brand examples chosen from the international marketplace:"}],"markDefs":[{"_key":"d6a487bc392a","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":false},{"_key":"aea558bb510d","_type":"contentBlock","content":[{"_key":"ac23b08fd049","_type":"block","children":[{"_key":"bfb30f12810f","_type":"span","marks":[],"text":"Participate in the “we” and deliver to the “me”"}],"markDefs":[],"style":"h3"},{"_key":"069e392ae255","_type":"block","children":[{"_key":"e766f086c232","_type":"span","marks":[],"text":"As financially-concerned consumers scale back on spending, marketers should maintain emphasis on the essentials that are still drawing discretionary spending such as homelife and health."}],"markDefs":[],"style":"normal"}]},{"_key":"13d9aa4af822","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"Shea Moisture: \"It Comes Naturally\" campaign","asset":{"_ref":"image-60925221e3798f7e8b8118d86222a2a275c5259b-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"53b5f22c1e37","_type":"block","children":[{"_key":"930f0dc4e159","_type":"span","marks":["strong"],"text":"SheaMoisture,"},{"_key":"3e012ef59a23","_type":"span","marks":[],"text":" for example, launched their “It Comes Naturally” campaign in an effort to create “a forward-looking celebration of Black identity.” “SheaMoisture was founded as a response to needs in our community, not only for premium products celebrating our natural hair, but also institutional and cultural needs,” SheaMoisture CEO Cara Sabin said about the campaign in a release."}],"markDefs":[],"style":"normal"},{"_key":"59e60ba0dbde","_type":"block","children":[{"_key":"9392fa25a2270","_type":"span","marks":[],"text":"Launching across broadcast, digital, and social channels, SheaMoisture pledges its support for Black entrepreneurs by announcing that the proceeds from all products sold will be used to invest in small businesses for an indefinite amount of time."}],"markDefs":[],"style":"normal"}]},{"_key":"02184f9ff577","_type":"contentBlock","content":[{"_key":"01e0fde28019","_type":"block","children":[{"_key":"767aa5d7db23","_type":"span","marks":[],"text":"Help customers navigate the trade-offs and emotional swings by removing complexity and minimizing sources of stress, thereby making life a little easier for those in need"}],"markDefs":[],"style":"h3"},{"_key":"a05db9df1de3","_type":"block","children":[{"_key":"948b96e476a9","_type":"span","marks":[],"text":"As people navigate the swings between wants and needs, brands can help narrow the divide and make choosing easier through product portfolio simplification, value-based pricing, and promoting practical product benefits that bring real value versus superficial hype."}],"markDefs":[],"style":"normal"}]},{"_key":"8546ec973be1","_type":"imageWithText","compact":false,"image":{"_type":"image","alt":"Sainsbury’s, the British grocery retailer","asset":{"_ref":"image-06645fa987b8018740289c10148cf45302b911d5-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"243a6a27d582","_type":"block","children":[{"_key":"1e65e1f71e31","_type":"span","marks":[],"text":"With online shopping on the rise, "},{"_key":"2d460d77168d","_type":"span","marks":["strong"],"text":"Sainsbury’s"},{"_key":"165a7ff3ac7d","_type":"span","marks":[],"text":", the British grocery retailer, invested in upgrading its mobile app and e-commerce experience, significantly increasing its online capacity across its brands. According to outgoing Chief Executive Officer Mike Coupe, they started out with three specific objectives. “First of all, to feed the nation; secondly, to make sure that we kept our colleagues and customers safe; and thirdly, that we set out to support the communities that we serve.”"}],"markDefs":[],"style":"normal"}]},{"_key":"e61926f7185c","_type":"contentBlock","content":[{"_key":"ef85b561ac49","_type":"block","children":[{"_key":"0d4ab5a8b989","_type":"span","marks":[],"text":"Lock down your MVP customers"}],"markDefs":[],"style":"h3"},{"_key":"0f8976cae1ee","_type":"block","children":[{"_key":"143dff788c84","_type":"span","marks":[],"text":"With brand loyalty being put to the test and more consumers “playing the field,” marketers can pay extra-close attention to their most valuable customers by carefully curating ongoing communications, offering unique loyalty rewards, leveraging CRM modelling, and making the organization or brand as open, understanding, and accessible as possible."}],"markDefs":[],"style":"normal"}]},{"_key":"b71fc01419cb","_type":"imageWithText","image":{"_type":"image","alt":"a Pharmacist","asset":{"_ref":"image-552effa37bd131e6efbf278a8ea03e845f660e98-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"75c619ebc9ba","_type":"block","children":[{"_key":"eb0128986a26","_type":"span","marks":[],"text":"One of the largest and most trusted U.S. pharmacies, "},{"_key":"7ff463ae3850","_type":"span","marks":["strong"],"text":"Walgreens"},{"_key":"fc0369a4b835","_type":"span","marks":[],"text":", adapted their “Ask a Pharmacist” series into short, informative videos that answer common questions related to COVID-19. The brand also created a video ad to explain how people can safely take advantage of online care services and free prescription delivery."}],"markDefs":[],"style":"normal"},{"_key":"a71fd4887833","_type":"block","children":[{"_key":"035b6d6449760","_type":"span","marks":[],"text":"In addition, to help address the challenge that many communities face with limited access to COVID-19 tests, Walgreens instituted drive-thru testing for first responders. All these efforts worked seamlessly together to not just say, but show, they care for their customers."}],"markDefs":[],"style":"normal"}]},{"_key":"ac337fac0ba0","_type":"contentBlock","content":[{"_key":"60d880d15971","_type":"block","children":[{"_key":"7d5a2896edec","_type":"span","marks":[],"text":"Start internally to deliver externally"}],"markDefs":[],"style":"h3"},{"_key":"5937fae20e6d","_type":"block","children":[{"_key":"a135f9998c4f","_type":"span","marks":[],"text":"Don’t say one thing externally and do something different internally. Be accountable to staff through making a genuine commitment to a healthy workplace, creating a supportive culture, and ensuring a more flexible approach that can accommodate individuals’ needs, just as a customer would expect."}],"markDefs":[],"style":"normal"}]},{"_key":"acd8ea8f6bb9","_type":"imageWithText","image":{"_type":"image","alt":"a Target store","asset":{"_ref":"image-2342af2702d7d5274606b19b2f15ceda35c70904-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"21309736e509","_type":"block","children":[{"_key":"1e1f0e74a5ed","_type":"span","marks":[],"text":"An example of a company responding with humanity is "},{"_key":"b61dfab1f4ff","_type":"span","marks":["strong"],"text":"Target"},{"_key":"f440812dccf2","_type":"span","marks":[],"text":". As an essential business, Target kept employee safety top of mind during the pandemic. It extended sick leave for all employees and offered high-risk employees 30 days of paid leave if they felt uncomfortable coming into work. Target also offered financial assistance to employees, giving every employee working in stores a $2/hour pay increase from March through May 2, and created a matching program for employees who wished to contribute."}],"markDefs":[],"style":"normal"}]},{"_key":"5163cec9dedd","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-00b09e5858c69d099b92bc81c7fb3be3465cd8de-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"21f4d999df88","_type":"block","children":[{"_key":"9f811793aa95","_type":"span","marks":[],"text":"To address consumers’ heightened concerns around protecting their health, "},{"_key":"875027a58853","_type":"span","marks":["strong"],"text":"McDonald’s"},{"_key":"7cf6c8eeb852","_type":"span","marks":[],"text":" Philippines created a campaign to communicate its commitment to protecting both its employees and diners. The campaign incorporates what the brand calls health managers. These designated employees are always on the lookout to ensure that health and sanitation rules are followed both by the staff and the customers while inside the restaurant. By video, president and CEO Kenneth Yang assured customers, “We will not hesitate to cancel any customer activity or even temporarily shut down any of our restaurants.”"}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-light","sectionTitle":"MARKETING IMPLICATIONS"},{"_key":"fba8e08e2d2d","blocks":[{"_key":"3999569a9419","_type":"subheading","large":true,"text":"RESEARCH<br/>REVIEW"},{"_key":"1e1379d5956a","_type":"contentBlock","content":[{"_key":"b5744c31e9d7","_type":"block","children":[{"_key":"4e40a1115161","_type":"span","marks":["a3bffe762cfa"],"text":"Historically, times of change represent both an opportunity and a threat to marketers. Evidence is showing that the shockwave of change arising from the pandemic is leading to serious changes in consumer behaviour. Not simply the obvious, like watching Netflix or Hulu, in lieu of a trip to the movies, or dining in with take-out, because restaurant dining rooms are still closed.\n\nA recent McKinsey Consulting study suggested that 36% of American consumers have switched brands during the pandemic period. To be sure, some of that brand-switching was due to limited production availability during early stages. But other causes are still being studied."}],"markDefs":[{"_key":"a3bffe762cfa","_type":"size","size":"text-2-5xl"}],"style":"normal"}]},{"_key":"65f354001886","_type":"image","alt":"McKinsey Consulting","asset":{"_ref":"image-63e78ac27ed15368c2683c3cf00eed7df4d4fde4-1536x758-jpg","_type":"reference"}},{"_key":"b8bc4f7b1571","_type":"contentBlock","content":[{"_key":"5c10ff4464ca","_type":"block","children":[{"_key":"0deb12186a90","_type":"span","marks":[],"text":"To help inform how marketers can evolve brand values and marketing strategy, a review of historical precedence, trending social media engagement, and public opinion survey data sheds light on some of the emerging changes in priorities and predict future consumer values and preferences."}],"markDefs":[],"style":"blockquote"}]}],"sectionTheme":"theme-default","sectionTitle":"Research Review"},{"_key":"782d15935545","blocks":[{"_key":"f1706c1d1109","_type":"subheading","large":true,"text":"HISTORY/<br/>ANTHROPOLOGY"},{"_key":"3296379b703e","_type":"contentBlock","content":[{"_key":"0e0b827a42cb","_type":"block","children":[{"_key":"176642695592","_type":"span","marks":[],"text":"Crisis can bring people together but also drive them apart"}],"markDefs":[],"style":"h3"},{"_key":"ef389e261d8d","_type":"block","children":[{"_key":"c7c1ed5cabc0","_type":"span","marks":["ae261d8deec0"],"text":"References from history and anthropological studies serve as evidence of how people can splinter and regroup along new lines during periods of strife and tension."}],"markDefs":[{"_key":"ae261d8deec0","_type":"size","size":"text-2-5xl"}],"style":"normal"},{"_key":"7eed19713104","_type":"block","children":[{"_key":"75cd3bd4da9c0","_type":"span","marks":["ae261d8deec0","fbfeb80bc983"],"text":"Decisions in favor or supporting the greater good often come with a trade-off or sacrifice which in turn might conflict with more personal needs of self-preservation and a sense of control over one’s own destiny. Like a form of invisible tug-of-war, people experience two different things going on at the same time:"}],"markDefs":[{"_key":"fbfeb80bc983","_type":"size","size":"text-2-5xl"}],"style":"normal"}]},{"_key":"dd9b9378db82","_type":"arrowBlock","content":[{"_key":"63aafc409d67","_type":"block","children":[{"_key":"e7cfe0e59e9c","_type":"span","marks":["dca8f7b869bc"],"text":"On one side, when going through periods of change, people step back and exercise their own individuality to ensure they don’t lose sight of themselves and can maintain a feeling of control over what is occurring in their lives."}],"markDefs":[{"_key":"dca8f7b869bc","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"theme":"gray"},{"_key":"afaa45b1ddce","_type":"highlightBock","content":[{"_key":"a0f983d1aa92","_type":"block","children":[{"_key":"834b744fb5e7","_type":"span","marks":[],"text":"World values research identifies increased preference for personal expression and values across countries and cultures"}],"level":1,"listItem":"bullet","markDefs":[]},{"_key":"d44ea97ff296","_type":"block","children":[{"_key":"0330ba707e9c","_type":"span","marks":[],"text":"Technology facilitating the number of outlets for personal expression from selfies, to social media and blurring of staged vs reality audience events"}],"level":1,"listItem":"bullet","markDefs":[]}],"highlightText":"Increased individualism\nand personal\n<em>me-centric</em> values"},{"_key":"5d2c68b1891e","_type":"arrowBlock","content":[{"_key":"fe493fb60e79","_type":"block","children":[{"_key":"6daf7c21eafd","_type":"span","marks":["3a1337943bf3"],"text":"And on the other side, change can serve as a catalyst for new forms of unity and alliance to form as people step into new forms of social solidarity. Spotting new like-minded allies brings individuals together again along new lines as sub-communities and interest groups are formed."}],"markDefs":[{"_key":"3a1337943bf3","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"theme":"gray"},{"_key":"0a08226385d1","_type":"highlightBock","content":[{"_key":"44f0bcd5dc07","_type":"block","children":[{"_key":"0ee0c19bf977","_type":"span","marks":[],"text":"War, social welfare and status, racial prejudice and abuse have proven to be catalysts of change and powerful levers at uniting individuals along new lines:"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"1cd2afe7ad5f","_type":"block","children":[{"_key":"9aca22d8d7ef","_type":"span","marks":[],"text":"Examples include the Occupy movement, #metoo, BLM, world war and political unrest"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Realignment away from known institutions and towards new interest groups"},{"_key":"a8f549d29e7a","_type":"contentBlock","content":[{"_key":"fefb453fd35e","_type":"block","children":[{"_key":"4b37d0ebd4f4","_type":"span","marks":[],"text":"The above trend seems very consistent with the polarization happening on Facebook and other social media this year, where entirely new affinity groups are forming communities of like-minded individuals who are creating strong bonds and narratives. Some of these groups are giving voice to previously disenfranchised, and others patently bad, like the Q-Anon phenomenon in the U.S., a cult-like movement that has grown unbridled out of this perfect storm of circumstances.\n"}],"markDefs":[],"style":"normal"}]},{"_key":"0ef57c5887c7","_type":"contentBlock","content":[{"_key":"9406cc9f147d","_type":"block","children":[{"_key":"262d9d7af4db","_type":"span","marks":["0f60f252e9b8"],"text":"Through this perspective, we see the pandemic generating both effects, with many being willing to follow public health directives, as well as others becoming united over their shared disinterest in doing so such as those protesting public mask wearing, decisions taken by government, and deployment of testing & tracing efforts."}],"markDefs":[{"_key":"0f60f252e9b8","_type":"size","size":"text-2-5xl"}],"style":"normal"},{"_key":"25caac230f61","_type":"block","children":[{"_key":"7f5f0e51e1ec","_type":"span","marks":["padTop"],"text":"It is worth noting that the direction in which the me versus we balance tips can vary by country and their geopolitical situations. For example, in a recent study conducted by the Pew Research Center, 65% of Canadians feel Canada is now more united as a result of the pandemic whereas the same study identified that 77% of Americans feel America is now more divided."}],"markDefs":[],"style":"normal"},{"_key":"b7696d0f974b","_type":"block","children":[{"_key":"bdbd7e6bbfd2","_type":"span","marks":[],"text":"This shift in social alignment, and its resultant emotional swing effect on peoples’ outlooks, takes shape in how they express themselves online, in conversation with others through social media outlets."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true}],"sectionTheme":"theme-light","sectionTitle":"History/anthropology"},{"_key":"078537a73a52","blocks":[{"_key":"2608c9dd68e4","_type":"subheading","large":true,"text":"SOCIAL<br/>LISTENING"},{"_key":"530db6449ac2","_type":"contentBlock","content":[{"_key":"66e474d32eeb","_type":"block","children":[{"_key":"c8043cb482e4","_type":"span","marks":[],"text":"Balancing between the “we” and the “me”"}],"markDefs":[],"style":"h3"},{"_key":"1324bf4c05e9","_type":"block","children":[{"_key":"057197a50470","_type":"span","marks":[],"text":"The nature of online social conversation is evolving as people are now months into living with the coronavirus. While the pandemic triggered a near-immediate sense of shared interest and unity, people are also recognizing the need to also invest time and energy in oneself at the same time."}],"markDefs":[],"style":"normal"}]},{"_key":"cefe4296d769","_type":"image","alt":"A phone with several thought bubbles expressing feelings of concern","asset":{"_ref":"image-52cba32dbe2e8823c16d46fc433aafd1cef14f0a-1536x758-jpg","_type":"reference"}},{"_key":"51dac2f61bde","_type":"highlightBock","content":[{"_key":"f5d6c72f36bc","_type":"block","children":[{"_key":"3a7f7cc82c06","_type":"span","marks":[],"text":"Along with increased “in this together” sentiment generated by the pandemic, there is also increased social conversation and engagement around matters of self-care and mindfulness."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"0cf6f2a719b1","_type":"block","children":[{"_key":"19851576804c","_type":"span","marks":[],"text":"As new priorities are being identified, spending more time taking care of oneself physically, mentally and spiritually is coming to the foreground for many.\n"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Protecting and investing in “me” is trending upward","theme":"gray"},{"_key":"46f3a2cea5ac","_type":"contentBlock","content":[{"_key":"614d71f849be","_type":"block","children":[{"_key":"5da1383daaa7","_type":"span","marks":[],"text":"Because of the unpredictability of infection risk, people are continuously feeling a tension between what they want to do versus truly need to do. Priorities that wouldn’t have warranted a second-thought are now weighed against other important considerations and concerns."}],"markDefs":[],"style":"normal"}]},{"_key":"0c0105d9d69f","_type":"highlightBock","content":[{"_key":"7961736d8417","_type":"block","children":[{"_key":"26525a462375","_type":"span","marks":[],"text":"The pandemic is being used as a moment to reflect and reset aspects of life with new priorities and refreshed purpose."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"b596e0d55489","_type":"block","children":[{"_key":"63fed7c94216","_type":"span","marks":[],"text":"As examples, the pent-up demand for social connections and in-school education is now suddenly tensioned by continued need for safety and the protection of health."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Priorities are now continuously balanced between what people need to do versus want to do","theme":"gray"},{"_key":"ffffd0226c3d","_type":"contentBlock","content":[{"_key":"8cad6b3fd818","_type":"block","children":[{"_key":"542820af616a","_type":"span","marks":[],"text":"The sense of collective spirit brought on by the pandemic has now carried into parallel social media conversation about the Black Lives Matter (BLM) movement to end racial injustice and police brutality."}],"markDefs":[],"style":"normal"}]},{"_key":"13213bb73328","_type":"highlightBock","content":[{"_key":"e2fefaad00f0","_type":"block","children":[{"_key":"323eb9599083","_type":"span","marks":[],"text":"Demands for greater racial equality and an end to racialized police brutality have merged with COVID-19 social media conversations."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"ce79c0133f9a","_type":"block","children":[{"_key":"045e44208e85","_type":"span","marks":[],"text":"Politics are driving the highest volumes of conversation – the pandemic generated a heightened sense of shared community which has now become further amplified by BLM protests."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Uniting around social&nbsp;issues","theme":"gray"},{"_key":"04520a30b23a","_type":"contentBlock","content":[{"_key":"26b5a9c19ef5","_type":"block","children":[{"_key":"e654b911bb21","_type":"span","marks":["a2d73ec80e37"],"text":"True to historical precedence, social media engagement is reflecting a shift towards greater collective spirit and unity, and is also now providing new evidence of the need to maintain a sense of self at the same time.\n\nWhile broader, shared issues are universally engaging people of diverse backgrounds and different profiles in social media, there are also notable differences in concerns and priorities between generations captured by survey data worthy of further examination."},{"_key":"a02e97993fa3","_type":"span","marks":[],"text":"​ "}],"markDefs":[{"_key":"a2d73ec80e37","_type":"size","size":"text-2-5xl"}],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"Social  listening"},{"_key":"b03d00d8f419","blocks":[{"_key":"4cc456038671","_type":"subheading","large":true,"text":"SOCIAL LISTENING PERSPECTIVE"},{"_key":"dd459faea24d","_type":"contentBlock","content":[{"_key":"f0f009c6045d","_type":"block","children":[{"_key":"46ade044feb1","_type":"span","marks":[],"text":"Burning the emotional candle at both ends"}],"markDefs":[],"style":"h3"},{"_key":"a501f068f214","_type":"block","children":[{"_key":"354a21d831cf","_type":"span","marks":[],"text":"In our previous insight exploration, we clearly identified the ongoing back-and-forth shifting of me versus we priorities, and this tension is well evidenced in what is driving online engagement."}],"markDefs":[],"style":"normal"},{"_key":"0d4dbab42624","_type":"block","children":[{"_key":"632c87444ce00","_type":"span","marks":[],"text":"Beyond the online content that is consumed and shared, the human emotions that are shared further illuminates just how polarized peoples’ pandemic experiences are. If pictures can tell a story, the emoticons used by people over the last few months vividly suggest a roller-coaster ride of emotions has taken hold."}],"markDefs":[],"style":"normal"}]},{"_key":"313e8044ce04","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-d05b39e7260883f307cf38ec80a3965ed5eeb3f8-630x638-png","_type":"reference"}},"layout":"rtl","noVerticalPadding":true,"smallImage":false,"text":[{"_key":"e881c317e44f","_type":"block","children":[{"_key":"08dae240635d","_type":"span","marks":[],"text":"Every positive emoticon is met with its alter-ego, to much the same weight in presence and impression. The wide spectrum of feelings and sentiments expressed through emoticon imagery, notably with bewilderment sitting in the middle, demonstrates the extensive emotional swings people are experiencing."}],"markDefs":[],"style":"normal"},{"_key":"548d4516ad88","_type":"block","children":[{"_key":"c5a7145ac9c30","_type":"span","marks":[],"text":"Joy and laughter balanced by sadness and loss. Fear and anger balanced by love and optimism."}],"markDefs":[],"style":"normal"}]},{"_key":"898e9b77c566","_type":"contentBlock","content":[{"_key":"97d9c69de35b","_type":"block","children":[{"_key":"ff155c340e78","_type":"span","marks":["eb0f8334d18e","5a52468cbe46"],"text":"As people continue to benefit from the positive feelings of community and unity in facing the pandemic, they are also now coming together again to fight a new fight for inequality and justice, asking not just governments but also societies to play their part, while trying to maintain a livelihood and standard of living for themselves at the same time. With all of these events stacking on top of each other, society’s emotions are pushed to extremes simultaneously."}],"markDefs":[{"_key":"5a52468cbe46","_type":"size","size":"text-2-5xl"}],"style":"normal"},{"_key":"ef9af699e5bf","_type":"block","children":[{"_key":"805076971d2a0","_type":"span","marks":["eb0f8334d18e"],"text":"Additional evidence of people’s polarized extremes can be found in quantitative survey data, helping gauge the ways in which the me versus we balance is tipping."}],"markDefs":[{"_key":"eb0f8334d18e","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true}],"sectionTheme":"theme-light","sectionTitle":"SOCIAL LISTENING PERSPECTIVE"},{"_key":"744ed50445ce","blocks":[{"_key":"22cfe0c53cd8","_type":"subheading","large":true,"text":"COVID19MONITOR.ORG"},{"_key":"87e54cc5c8ad","_type":"contentBlock","content":[{"_key":"c886ceb99077","_type":"block","children":[{"_key":"c95b0bc0611b","_type":"span","marks":[],"text":"Overall, the balance still favours the we."}],"markDefs":[],"style":"h3"},{"_key":"93133bf192ba","_type":"block","children":[{"_key":"eedd29e40034","_type":"span","marks":[],"text":"In analysing the monitor’s quantitative data for signs of me versus we and to help inform to what degree people are acting in self-interest or collective interest, data related to (i) mask-wearing, (ii) minimizing social activity, and (iii) financial outlook, suggests that overall the balance still favours the greater good, however individualistic priorities are trending upwards as pandemic fatigue starts to affect a greater portion of the public."}],"markDefs":[],"style":"normal"}]},{"_key":"c4d83371c799","_type":"image","alt":"Two people on the street wearing masks","asset":{"_ref":"image-1ec8b7521a428a93dee58a5b132cbab5edbe500d-1536x758-jpg","_type":"reference"}},{"_key":"d2d8a3ee3670","_type":"contentBlock","content":[{"_key":"f90c7e7582e1","_type":"block","children":[{"_key":"7e73dc6fa533","_type":"span","marks":[],"text":"Mask-wearing"}],"markDefs":[],"style":"h3"},{"_key":"2845e9063a99","_type":"block","children":[{"_key":"09ee3c95d961","_type":"span","marks":[],"text":"Masks, and the personal and political connotations they can have, serve as a totem of individual will versus institutional guidance, alignment and obedience. Based on the trended data in the monitor, the vast majority of people are presently in favour of masks being worn. Potentially this stems from masks generally being a no-trade-off proposition in that they both contribute to broader public health goals of mitigating the virus’ spread, as well as protecting the wearer to some degree."}],"markDefs":[],"style":"normal"}]},{"_key":"9441f9943418","_type":"statsGroup","heading":[{"_key":"bf11a822f660","_type":"block","children":[{"_key":"7ba3b15e3700","_type":"span","marks":[],"text":"While some may protest, "},{"_key":"94428aa6472b","_type":"span","marks":["strong"],"text":"the majority are in favour:"}],"markDefs":[],"style":"normal"}],"noVerticalPadding":true,"stats":[{"_key":"8f2a2d9c800d","statDescription":"USA","statNumber":"89%"},{"_key":"92d2f6209d09","statDescription":"Canada","statNumber":"95%"},{"_key":"823a6556451a","statDescription":"U.K.","statNumber":"90%"}]},{"_key":"b7b77da2c839","_type":"contentBlock","content":[{"_key":"4730eb831d67","_type":"block","children":[{"_key":"bfc2b64fca4d","_type":"span","marks":[],"text":"In a recent Canadian-market survey, Leger Research identified that 87% of Canadians felt wearing a mask was a civic duty because it protects others while 21% felt it was an infringement on personal freedoms which represented a six percent decline from July."}],"markDefs":[],"style":"normal"}]},{"_key":"437279c2c141","_type":"contentBlock","content":[{"_key":"62ac69619ef2","_type":"block","children":[{"_key":"f5037381895e","_type":"span","marks":[],"text":"Physical distancing and avoiding social gatherings"}],"markDefs":[],"style":"h3"},{"_key":"561a99eebafa","_type":"block","children":[{"_key":"9c489088624a","_type":"span","marks":[],"text":"Out of two encouraged behaviours, the practicing of physical distancing is generally much more accepted and followed versus the avoidance of social gatherings. A lower inclination to avoid or limit social gatherings appears favour a higher share a me priority almost as if physical distancing is relatively easy to do for the greater good, but a personal desire to remain connected socially exerts a greater (and growing) tug on many people."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"008d3d7bd474","_type":"statsGroup","heading":[{"_key":"0177c8fe0031","_type":"block","children":[{"_key":"3ce7f6d98a94","_type":"span","marks":[],"text":"Willingness to "},{"_key":"0bd93300d57b","_type":"span","marks":["strong"],"text":"practice physical distancing:"}],"markDefs":[],"style":"normal"}],"noVerticalPadding":false,"stats":[{"_key":"ffe133f031a8","statDescription":"USA","statNumber":"87%"},{"_key":"6fa2f5abccfe","statDescription":"Canada","statNumber":"94%"},{"_key":"0ca84c35fb36","statDescription":"U.K.","statNumber":"93%"}]},{"_key":"a460762e0f1d","_type":"statsGroup","heading":[{"_key":"c8ed384407fc","_type":"block","children":[{"_key":"6d27dadb22e4","_type":"span","marks":[],"text":"Willingness to "},{"_key":"3e52966384c4","_type":"span","marks":["strong"],"text":"avoid gatherings:"}],"markDefs":[],"style":"normal"}],"noVerticalPadding":false,"stats":[{"_key":"193042044802","statDescription":"USA","statNumber":"73%"},{"_key":"fd0f8523835b","statDescription":"Canada","statNumber":"48%"},{"_key":"5b7e89124428","statDescription":"U.K.","statNumber":"56%"}]},{"_key":"880728513dca","_type":"contentBlock","content":[{"_key":"cff469627e21","_type":"block","children":[{"_key":"8a41248131d5","_type":"span","marks":[],"text":"Financial outlook"}],"markDefs":[],"style":"h3"},{"_key":"63772ebdb2c9","_type":"block","children":[{"_key":"cc4b8f34d83e","_type":"span","marks":[],"text":"The degree to which someone is concerned about their own job security, as compared to the national economy, is another valid marker for the me versus we balance. Overall it can be seen that national economic prospects represent the greater concern for people, but it must also be noted that between a third and up to a half of people are also personally concerned about their own job security. This finding represents a clear recognition of the delicate balance between what affects the country can ultimately affect the individual."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"53743eb4464a","_type":"statsGroup","heading":[{"_key":"061c452fd82e","_type":"block","children":[{"_key":"73d56d71a095","_type":"span","marks":[],"text":"Concern about "},{"_key":"f2a54af0a6fd","_type":"span","marks":["strong"],"text":"the national economy:"}],"markDefs":[],"style":"normal"}],"stats":[{"_key":"f0826bbba4a1","statDescription":"USA","statNumber":"83%"},{"_key":"a5cac8fdd1e7","statDescription":"Canada","statNumber":"81%"},{"_key":"42f0326d538b","statDescription":"U.K.","statNumber":"84%"}]},{"_key":"e2f0e2676883","_type":"statsGroup","heading":[{"_key":"cc48a8aa4c90","_type":"block","children":[{"_key":"fe7c900af75b","_type":"span","marks":[],"text":"Concern about "},{"_key":"e20dc6d3e565","_type":"span","marks":["strong"],"text":"personal job security:"}],"markDefs":[],"style":"normal"}],"stats":[{"_key":"a638bf7e4873","statDescription":"USA","statNumber":"41%"},{"_key":"50a476903051","statDescription":"Canada","statNumber":"30%"},{"_key":"e5c4b8883f5a","statDescription":"U.K.","statNumber":"30%"}]}],"sectionTheme":"theme-default","sectionTitle":"Covid19monitor.org"},{"_key":"89b1af418ce6","blocks":[{"_key":"5b1a1c4ad61e","_type":"subheading","large":true,"text":"CMO<br/>OPINIONS"},{"_key":"e86477f24fe9","_type":"contentBlock","content":[{"_key":"f9a332c67660","_type":"block","children":[{"_key":"7bac63d794a9","_type":"span","marks":[],"text":"How embracing the greater good can positively impact a marketing approach"}],"markDefs":[],"style":"h3"},{"_key":"23a751518443","_type":"block","children":[{"_key":"462ffa5d6f94","_type":"span","marks":[],"text":"If the pandemic has cast a spotlight on how people want to look out for themselves but also act towards a greater good, marketers have identified two ways in which they can extend their brands onto the social commitment stage."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"ad2a47683211","_type":"contentBlock","content":[{"_key":"7e0db4d16926","_type":"block","children":[{"_key":"5fa8131a65a1","_type":"span","marks":[],"text":"Be a "},{"_key":"b8386839dd3a","_type":"span","marks":["em"],"text":"local"},{"_key":"2d8d5dd9426d","_type":"span","marks":[],"text":" business"}],"markDefs":[],"style":"h3"},{"_key":"3776b23f49ac","_type":"block","children":[{"_key":"2e8669077d76","_type":"span","marks":[],"text":"If the pandemic has cast a spotlight on how people want to look out for themselves but also act towards a greater good, marketers have identified two ways in which they can extend their brands onto the social commitment stage."}],"markDefs":[],"style":"normal"},{"_key":"3c24061bd217","_type":"block","children":[{"_key":"51e4221b5b050","_type":"span","marks":[],"text":"Local small businesses are threatened, and consumers will want to know that their shopping behaviours won’t further compound that situation."}],"markDefs":[],"style":"normal"}]},{"_key":"dbf627f2ead3","_type":"highlightBock","content":[{"_key":"6f117ad41866","_type":"block","children":[{"_key":"75c041d7f886","_type":"span","marks":[],"text":"Local product development"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"ffd9e0f28f5a","_type":"block","children":[{"_key":"241c1363f6c4","_type":"span","marks":[],"text":"Local supply chain and sourcing"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"2a3d9dc98b97","_type":"block","children":[{"_key":"8a21c85f9252","_type":"span","marks":[],"text":"Localized pricing — competitively positioned; fair value"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"441def15b34a","_type":"block","children":[{"_key":"1ebf9c3d12a1","_type":"span","marks":[],"text":"Local communications activity to activate and support the strategy"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"How to be more local","theme":"gray"},{"_key":"9fa093d24b4e","_type":"quotes","blocks":[{"_key":"7c0088f94107","content":"“As a proudly Canadian company, this would serve us well. We will not, however, overtly flag-wave to take advantage of this.” ","heading":"Canadian-market example:"},{"_key":"2c2e8c504a5e","content":"“How we ensure we are just as safe and reliable as local products”","heading":"Global brands can still be local:"}]},{"_key":"8c4139388a57","_type":"contentBlock","content":[{"_key":"91c2e1c481b5","_type":"block","children":[{"_key":"902b681c6a22","_type":"span","marks":[],"text":"Act with social purpose"}],"markDefs":[],"style":"h3"},{"_key":"f6048cb33ef7","_type":"block","children":[{"_key":"2d56828b22fb","_type":"span","marks":["2befbe245609"],"text":"CMOs felt that a return to family-focused values as well as the sustainability movement, both present before the pandemic, will be further amplified. To adjust to these new values, the CMOs suggest:"}],"markDefs":[{"_key":"2befbe245609","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true},{"_key":"ac2b566a63b2","_type":"quotes","blocks":[{"_key":"3897f1e27231","content":"“People are seeking enjoyment out of the simpler things, and ‘finer necessities’ seem to be taking the place of frivolous wants. We need to keep in line with these experiential nuances and place our brands in proper context.”","heading":"Provide genuine value based on a simpler, time-spent-at-home experience\n<br class=\"hidden md:block\"/><br class=\"hidden md:block\"/>"},{"_key":"86a844fce532","content":"“Purpose-driven brands that truly have the customer’s back at this time will have an advantage.” \n<br/> \n<br/> \n“We think it will matter enormously as social responsibility for corporations will be a focus of customers and public in the future. Actions will be linked to climate and social responsibility.”","heading":"Articulate your business raison d’être in a way that rings true for the business and resonates with consumers "}]}],"sectionTheme":"theme-white","sectionTitle":"CMO OPINIONS"}],"description":"People are now torn on another front. Looking out for number one versus supporting the greater good or Me Versus We.","excerpt":"People are now torn on another front. Looking out for number one versus supporting the greater good or Me Versus We. As both the pandemic and pandemic fatigue set in, how can marketers and brands stay connected with consumers as they gyrate – sometimes wildly – between following societal guidance versus exercising freewill?","featureImage":{"_type":"image","alt":"Man walking across a city street wearing a mask","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":2.010362694300518,"height":1158,"width":2328},"lqip":"data:image/jpeg;base64,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"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/fcae2dd6b8d609c5acd6bd83e0e76875df778204-2328x1158.jpg"}},"locale":"en","shareImage":{"_type":"image","asset":{"_ref":"image-b7f60916e5924db08e77dff3e02f07397d978730-2400x1260-jpg","_type":"reference"}},"title":"Personal interests and the greater good","topics":["social"],"url":{"_type":"slug","current":"personal-interests-and-the-greater-good"}},{"_createdAt":"2020-09-16T20:09:34Z","_id":"92ee7d3b-a064-47fa-ab27-0a3e60c736fd","_rev":"OOeOdTvbYhP7FBL6jlG3uU","_type":"article","_updatedAt":"2020-11-12T18:17:49Z","content":[{"_key":"3ee2dfb3ba62","blocks":[{"_key":"c06eb431e71b","_type":"subheading","text":"EXECUTIVE SUMMARY"},{"_key":"1f53108fc52b","_type":"contentBlock","content":[{"_key":"b28af69c8c76","_type":"block","children":[{"_key":"fdc6280f87c8","_type":"span","marks":[],"text":"As the pandemic continues its march around the globe, people have now had sufficient time for its effects to sink in more deeply and gnaw on the collective consciousness and psyche. New priorities related to coping and living with the virus during the pre-vaccine limbo are emerging."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"ac4d6bdd8f76","_type":"imageWithText","compact":false,"image":{"_type":"image","alt":"woman on public transportation with a mobile phone wearing a mask","asset":{"_ref":"image-272c8bd7f1936e1a078bbfe375016d4e86a0fdc7-1140x906-jpg","_type":"reference"}},"layout":"rtl","noVerticalPadding":true,"text":[{"_key":"7714dbb4e4d7","_type":"block","children":[{"_key":"57955a2d8c3a","_type":"span","marks":[],"text":"When existing priorities become reordered over an extended period and are displaced by new ones, particularly by forces beyond one’s control, values follow suit and begin to change as well. When the struggle relates to basic survival, how people think and act upon their priorities will more greatly influence what they are willing to accept and believe. In this current stasis, as “pandemic response” morphs into “pandemic endurance”, what rises to the top as concerns and new priorities for people serve as clues as to how consumer values may begin to shift."}],"markDefs":[],"style":"normal"}],"verticalCenter":true},{"_key":"503dcc519e5a","_type":"contentBlock","content":[{"_key":"c78001fb1aea","_type":"block","children":[{"_key":"9a6ecdc662bf","_type":"span","marks":[],"text":"History suggests changes in financial outlook can change one’s priorities, as can periods of strife. Current social media chatter reflects that as people are experiencing a tug-of-war between what they want to do and need to do. Further, survey data shows there are differences between age groups and racial profiles, with younger generations and vulnerable minorities experiencing greater stress and anxiety, particular as it pertains to their job security and ability to cover everyday costs of life.\n\nWith a step back, opportunities begin to emerge for marketers seeking ways to deepen their customer connections and relationships, from avoiding “sugaring” the situation to getting in closer to customer sub-segments and their unique areas of interest."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"Executive summary"},{"_key":"2605ea3e8a90","blocks":[{"_key":"11cc3cb7772d","_type":"subheading","large":true,"text":"MARKETING<br/>IMPLICATIONS"},{"_key":"fb8325eea5fd","_type":"contentBlock","content":[{"_key":"4bcc7f486dc3","_type":"block","children":[{"_key":"2619f555f17a","_type":"span","marks":[],"text":"As new communities of interest emerge and financial and health priorities trigger a reranking of values and preferences, marketers can ensure they keep pace with consumers by revisiting their marketing strategies and plans."}],"markDefs":[],"style":"p"}],"hasTopBorder":false},{"_key":"aea558bb510d","_type":"contentBlock","content":[{"_key":"ac23b08fd049","_type":"block","children":[{"_key":"657562b09fac","_type":"span","marks":[],"text":"Deliver on back-to-basics needs and provide intrinsic value"}],"markDefs":[],"style":"h3"},{"_key":"069e392ae255","_type":"block","children":[{"_key":"e766f086c232","_type":"span","marks":[],"text":"As financially-concerned consumers scale back on spending, marketers should maintain emphasis on the essentials that are still drawing discretionary spending such as homelife and health."}],"markDefs":[],"style":"normal"}]},{"_key":"13d9aa4af822","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"An ariplane","asset":{"_ref":"image-79fe660b5d19dcc63f93c356624944cdfaec052f-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"53b5f22c1e37","_type":"block","children":[{"_key":"ae1e492ec4a6","_type":"span","marks":[],"text":"Perhaps no bigger marketing example – albeit one with potentially huge costs to their bottom lines – are the United and American Airlines, et al. and their bold moves to cut the expensive ticket change fees ($200 in most cases). The ripple effects of this ploy will have long-standing impacts on travelers who now have one less major barrier to consider before booking and rebooking travel throughout pandemic recovery."}],"markDefs":[],"style":"normal"}]},{"_key":"8546ec973be1","_type":"imageWithText","compact":false,"image":{"_type":"image","alt":"Apple’s iPhone SE","asset":{"_ref":"image-ceaf150ceb1a35337c431ac4533867053f88d503-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"243a6a27d582","_type":"block","children":[{"_key":"a176d9b7362a","_type":"span","marks":[],"text":"Apple’s iPhone SE, dropped mid-April with a starting price of $399. The device costs $300 less than the iPhone 11 but contains many of the same features and technical specifications and is suitably targeted to shoppers balking at $500++ phones. Apple has sold nearly 3 million units of the device in the US from mid-April through early July, according to M Science and is performing better than expected even during the pandemic."}],"markDefs":[],"style":"normal"}]},{"_key":"02184f9ff577","_type":"contentBlock","content":[{"_key":"01e0fde28019","_type":"block","children":[{"_key":"69ad42601585","_type":"span","marks":[],"text":"Provide a sense of security"}],"markDefs":[],"style":"h3"},{"_key":"a05db9df1de3","_type":"block","children":[{"_key":"f1d6be01537d","_type":"span","marks":[],"text":"In lockstep with monetary concerns, personal health and security remain as high priorities and consumers will want to know a brand respects those needs. Marketers need go beyond the basics and deploy innovation to demonstrate a commitment to health and safety that helps them stand out versus other competitors."}],"markDefs":[],"style":"normal"}]},{"_key":"b71fc01419cb","_type":"imageWithText","image":{"_type":"image","alt":"Domino’s Pizza Car-side delivery","asset":{"_ref":"image-c27655d7ac9d73656df06ab0f0d1d03b73fad0f0-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"75c619ebc9ba","_type":"block","children":[{"_key":"4f863d6f2444","_type":"span","marks":[],"text":"A great example of this in marketing today is the new “Domino’s Pizza Car-side delivery.” While not particularly revolutionary as a service – you drive to Domino’s store, and they will put your pizza order in your car or trunk for you, in a simple, contactless delivery – it’s refreshingly clean and hits on all safety, quality points, and it’s neatly branded."}],"markDefs":[],"style":"normal"}]},{"_key":"acd8ea8f6bb9","_type":"imageWithText","image":{"_type":"image","alt":"U.N. Call to Creatives","asset":{"_ref":"image-4c070b423b1b2e93bcba7a95cc46ea77840de116-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"21309736e509","_type":"block","children":[{"_key":"82e184cb59d6","_type":"span","marks":[],"text":"In late March, the United Nations put out an international ‘Call to Creatives’ to help communicate six key messages to the world’s population – one of which was the importance of physical distancing in helping to prevent the spread of COVID-19. In response, We Are Social London launched Snap Safe using social AR to have a real impact on the lives of people. The new Snapchat AR Lens helps people keep a safe two-metre physical distance in public. If people get too close to the user, the Snap Safe AR Lens displays a warning which states: ‘STAY BACK. SAVE LIVES’."}],"markDefs":[],"style":"normal"}]},{"_key":"e61926f7185c","_type":"contentBlock","content":[{"_key":"ef85b561ac49","_type":"block","children":[{"_key":"014c89d03bdb","_type":"span","marks":[],"text":"Recognize that everyone’s world just got smaller"}],"markDefs":[],"style":"h3"},{"_key":"0f8976cae1ee","_type":"block","children":[{"_key":"4dad1f1c472b","_type":"span","marks":[],"text":"Despite the pandemic being a global crisis, the result was that people’s worlds shrunk around them. Domestic security, hunkering down, cooking at home, repairing the home, socializing in contained ‘bubbles’ – life has taken on a new intimacy and greater mindfulness of what is closely around oneself more so than what is elsewhere in the world."}],"markDefs":[],"style":"normal"}]},{"_key":"5163cec9dedd","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-639e018d491cc4e1954fb1c67c39afb0d4612bc2-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"21f4d999df88","_type":"block","children":[{"_key":"dc34c4b37647","_type":"span","marks":[],"text":"Perhaps the best ad rising from the pandemic, and even further catelized by social upheavals, is the "},{"_key":"a684359cfc03","_type":"span","marks":["2533c9d7c631"],"text":"Nike “You Can’t Stop Us” short film"},{"_key":"88ae65d5fe77","_type":"span","marks":[],"text":"."},{"_key":"0c893c48f90b","_type":"span","marks":[],"text":" In addition to being an editing marvel, the upbeat and optimistic messages of “coming together for change” and “always come back stronger” are brilliantly juxtaposed with invigorating scenes of sporting feats seamlessly knitted together to blur lines of gender, race, disability, and leave us more hopeful."}],"markDefs":[{"_key":"2533c9d7c631","_type":"link","href":"https://youtu.be/WA4dDs0T7sM","opensInNewTab":true,"title":"Nike \"You Can't Stop Us\" short film"}],"style":"normal"}]},{"_key":"b1bd702877ee","_type":"imageWithText","image":{"_type":"image","alt":"Carling’s ‘made local’ campaign","asset":{"_ref":"image-7f1b32fa0f5e304df4a11256ec896b4f0bb56bd6-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"dd38eb109ca0","_type":"block","children":[{"_key":"af45ba78c744","_type":"span","marks":[],"text":"Another example that taps into people’s collective consciousness to support their local communities in the midst of social strife is Carling’s ‘made local’ campaign. Here, Carling brand encourages people to go back to their local pub (#supportyyourlocal) by highlighting their pivotal role to British society. "},{"_key":"1dfbebf8c5bc","_type":"span","marks":["1acd1672750d"],"text":"The emotionally poignant ad"},{"_key":"3cb27a4f67d8","_type":"span","marks":[],"text":" shows a man pouring a pint of Carling in his pub as he explains the importance of local pubs and the way in which they are “the cornerstone of the community, serving more than just beer.” "}],"markDefs":[{"_key":"1acd1672750d","_type":"link","href":"http://y2u.be/QqhS9mn3rLE","opensInNewTab":true,"title":"The cornerstone of the community, serving more than just beer"}],"style":"normal"}]},{"_key":"ac337fac0ba0","_type":"contentBlock","content":[{"_key":"60d880d15971","_type":"block","children":[{"_key":"1406c985af92","_type":"span","marks":[],"text":"Lock in brand loyalty before it erodes"}],"markDefs":[],"style":"h3"},{"_key":"5937fae20e6d","_type":"block","children":[{"_key":"044eb9725d02","_type":"span","marks":[],"text":"New shopping behaviours are occurring in response to economic survival priorities, store closures, accelerated online shopping and social distancing. Consumers are trying new products and brands, with comparisons and new selections as close as a keystroke or swipe, and brands need to find ways to lock down loyal advocates before they stray and churn without warning."}],"markDefs":[],"style":"normal"}]},{"_key":"1cfc55299025","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-66435faf6b656dc75ba702c78288797f5729bb25-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"76d802749ab9","_type":"block","children":[{"_key":"e827ab17fc42","_type":"span","marks":[],"text":"A particularly interesting example comes from the entirely disrupted category of mattresses. As people are spending months-long quarantine at home, they’re spending more time thinking about home spending and the emerging proliferation of new mattress-in-a-box brands – Purple, Avocado, Casper, et al. These brands are filling consumers’ social feeds with appealing deals, customer testimonials, and of course their disruptive home-delivery and 100 percent satisfaction/return guarantees. When people are not comfortable or able to get into a store, these readily available and well-reviewed alternatives are popping."}],"markDefs":[],"style":"normal"}]},{"_key":"83196fd240aa","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-a9293b146029108edce97f96db6ac29218a8f757-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"a0389119aa73","_type":"block","children":[{"_key":"2efd221861a6","_type":"span","marks":[],"text":"Another example of a way in which a retailer seeks to lock in loyalty due to changing patterns in customer purchasing behaviour is a subscription service offered by Pret a Manger UK. With workers coming into the office less often, Pret a Manger launched a monthly subscription service offering up to five drinks a day for £20, incenting consumers as they create new routines and in turn helping to rebound their coffee sales."}],"markDefs":[],"style":"normal"}]},{"_key":"6d044536705b","_type":"contentBlock","content":[{"_key":"73058994e323","_type":"block","children":[{"_key":"eae4394b66ab","_type":"span","marks":[],"text":"Target and connect with new emerging segments"}],"markDefs":[],"style":"h3"},{"_key":"353f5a901326","_type":"block","children":[{"_key":"845006365c2c","_type":"span","marks":[],"text":"Pockets of new interests and needs will continue to emerge as a result of realigned priorities and values. There will be new groupings of consumers that brands can identify, reach and engage based on their sentiment, physical health and economic priorities. Again, brands will need to be mindful of these shifting values as they target certain sub-groups without needlessly alienating others."}],"markDefs":[],"style":"normal"}]},{"_key":"e9d4be3b845e","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-5830fee1d5730fba48a120e2a4e513e0bcee06ea-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"30e76681f886","_type":"block","children":[{"_key":"7134f0c499b8","_type":"span","marks":[],"text":"The McDonald’s Travis Scott menu meal is a great example of a brand connecting very intimately with its younger audiences, particularly the massive following of the hottest young rapper and Kardashian family connection. It’s finding a bond through music and pop culture that breaks through in this example."}],"markDefs":[],"style":"normal"}]},{"_key":"323c0d76c0e6","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-7389acaf5de73cd0dec5f84fffdd45bade0ca82d-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"a7c9be3dce1a","_type":"block","children":[{"_key":"7854535d6d6f","_type":"span","marks":[],"text":"In partnership with Facebook India, Lionsgate India launched an initiative, ‘A Night at the Movies’, to bring the movie theatre experience to moviegoers who have been shut off from going in person. In addition to creating a community experience, these screenings will raise funds for GiveIndia, a consolidated NGO platform working towards the rehabilitation of COVID-19 victims. To further the message with movie fans, celebrities such as Jesse Eisenberg and Peter Facinelli, shared video messages extending support."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-light","sectionTitle":"MARKETING IMPLICATIONS"},{"_key":"fba8e08e2d2d","blocks":[{"_key":"3999569a9419","_type":"subheading","large":true,"text":"RESEARCH<br/>REVIEW"},{"_key":"1e1379d5956a","_type":"contentBlock","content":[{"_key":"b5744c31e9d7","_type":"block","children":[{"_key":"80a2d8831c8f","_type":"span","marks":[],"text":"As people re-evaluate their lives and focus on the new priorities ahead, they will look to brands with purpose that have also evolved and are now grounded in the same new priorities and values. Brands will need to keep pace and ensure they connect with consumers with value propositions that are aligned with the times, neither rose-coloured nor clinging to the past. And among target audiences that may be segmented or divided on key issues, it will be important to engage a majority without alienating others."}],"markDefs":[],"style":"blockquote"}]},{"_key":"65f354001886","_type":"image","alt":"Person looking at charts on a laptop","asset":{"_ref":"image-f995f69fa5cc4904172498f384afbb9f8d9c2e13-1536x758-jpg","_type":"reference"}},{"_key":"b8bc4f7b1571","_type":"contentBlock","content":[{"_key":"5c10ff4464ca","_type":"block","children":[{"_key":"808d10de0e20","_type":"span","marks":[],"text":"To help inform how marketers can evolve brand values and marketing strategy, a review of historical precedence, trending social media engagement, and public opinion survey data sheds light on some of the emerging changes in priorities and predict future consumer values and preferences."}],"markDefs":[],"style":"blockquote"}]}],"sectionTheme":"theme-default","sectionTitle":"Research Review"},{"_key":"782d15935545","blocks":[{"_key":"f1706c1d1109","_type":"subheading","large":true,"text":"HISTORY/<br/>ANTHROPOLOGY"},{"_key":"3296379b703e","_type":"contentBlock","content":[{"_key":"0e0b827a42cb","_type":"block","children":[{"_key":"3fe515fb6b64","_type":"span","marks":[],"text":"Economy as the cause and unity as the outcome"}],"markDefs":[],"style":"h3"},{"_key":"ef389e261d8d","_type":"block","children":[{"_key":"abebe38bc446","_type":"span","marks":[],"text":"History presents clues on how COVID-19’s impact on society might begin to affect longer-term priorities and values:"}],"markDefs":[],"style":"normal"}]},{"_key":"dd9b9378db82","_type":"arrowBlock","content":[{"_key":"63aafc409d67","_type":"block","children":[{"_key":"45b9bd73fba4","_type":"span","marks":["79e395b6d7ea"],"text":"The first is that economic status has always played an influential role in shaping peoples’ priorities and outlook. Priorities, values and behaviours move in tandem with economic prospects, whether they are either heading up or heading down."},{"_key":"5b9a1c80411e","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"0200d685cf02","_type":"size"},{"_key":"79e395b6d7ea","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"theme":"gray"},{"_key":"afaa45b1ddce","_type":"highlightBock","content":[{"_key":"231989c8a040","_type":"block","children":[{"_key":"d9f23e0bd1c6","_type":"span","marks":[],"text":"Economic change affected what people find important at the time."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"1e5baf0f9d24","_type":"block","children":[{"_key":"d798f916583b","_type":"span","marks":[],"text":"Happiness and optimism moved in unison with economic development, democratization and social tolerance."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Financial prospects influence priorities and values"},{"_key":"5d2c68b1891e","_type":"arrowBlock","content":[{"_key":"fe493fb60e79","_type":"block","children":[{"_key":"91526a1e4d34","_type":"span","marks":[],"text":"The second is that in challenging times, shifting priorities can lead to new communities of shared interest emerging as change agents. People have historically connected along new lines when united by new, common causes and challenges."}],"markDefs":[],"style":"normal"}],"theme":"gray"},{"_key":"0a08226385d1","_type":"highlightBock","content":[{"_key":"44f0bcd5dc07","_type":"block","children":[{"_key":"53f4799216f4","_type":"span","marks":[],"text":"Major events (war, social strife, natural disasters, disease, like AIDS) have acted as unifying moments when new shared interests united groups at scale."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Changes in priorities led to new coalitions rising up"},{"_key":"a8f549d29e7a","_type":"contentBlock","content":[{"_key":"fefb453fd35e","_type":"block","children":[{"_key":"1be45fc6948f","_type":"span","marks":[],"text":"Fast-forwarding from the past to the current, the COVID-19 pandemic is schizophrenically creating economic collapse and growth at the same time. While service industries are shrinking others such as technology providers are accelerating, reflecting a reordering of the times’ priorities and needs. The dizzying ripple effects carry straight from economic policy through to people’s everyday livelihoods.\n\nThe resulting effect of these economic swings on people’s priorities and values can be observed from other vantage points, including public opinion and conversation as people express their concerns and form new communities of interest along new lines."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-light","sectionTitle":"History/anthropology"},{"_key":"078537a73a52","blocks":[{"_key":"2608c9dd68e4","_type":"subheading","large":true,"text":"SOCIAL<br/>LISTENING"},{"_key":"530db6449ac2","_type":"contentBlock","content":[{"_key":"66e474d32eeb","_type":"block","children":[{"_key":"d10f4c9bdbd9","_type":"span","marks":[],"text":"Balancing between the “we” and the “me”"}],"markDefs":[],"style":"h3"},{"_key":"1324bf4c05e9","_type":"block","children":[{"_key":"b694ff450840","_type":"span","marks":[],"text":"The nature of online social conversation is evolving as people are now months into living with the coronavirus. While the pandemic triggered a near-immediate sense of shared interest and unity, people are also recognizing the need to also invest time and energy in oneself at the same time."}],"markDefs":[],"style":"normal"}]},{"_key":"cefe4296d769","_type":"image","alt":"Interacting with a mobile phone","asset":{"_ref":"image-6e8427ce5f8c6b4cf0cc5e2dfdb85f62e9779aa4-1536x758-jpg","_type":"reference"}},{"_key":"51dac2f61bde","_type":"highlightBock","content":[{"_key":"0cc7ddcd3bdd","_type":"block","children":[{"_key":"ecb371d69760","_type":"span","marks":[],"text":"Along with increased “in this together” sentiment generated by the pandemic, there is also increased social conversation and engagement around matters of self-care and mindfulness."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"f5d6c72f36bc","_type":"block","children":[{"_key":"79dcf6bad4d2","_type":"span","marks":[],"text":"As new priorities are being identified, spending more time taking care of oneself physically, mentally and spiritually is coming to the foreground for many."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Protecting and investing in “me” is trending upward","theme":"gray"},{"_key":"46f3a2cea5ac","_type":"contentBlock","content":[{"_key":"614d71f849be","_type":"block","children":[{"_key":"253cde6e501d","_type":"span","marks":[],"text":"Because of the unpredictability of infection risk, people are continuously feeling a tension between what they want to do versus truly need to do. Priorities that wouldn’t have warranted a second-thought are now weighed against other important considerations and concerns."}],"markDefs":[],"style":"normal"}]},{"_key":"0c0105d9d69f","_type":"highlightBock","content":[{"_key":"7961736d8417","_type":"block","children":[{"_key":"26525a462375","_type":"span","marks":[],"text":"The pandemic is being used as a moment to reflect and reset aspects of life with new priorities and refreshed purpose."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"b596e0d55489","_type":"block","children":[{"_key":"63fed7c94216","_type":"span","marks":[],"text":"As examples, the pent-up demand for social connections and in-school education is now suddenly tensioned by continued need for safety and the protection of health."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Priorities are now continuously balanced between what people need to do versus want to do","theme":"gray"},{"_key":"ffffd0226c3d","_type":"contentBlock","content":[{"_key":"8cad6b3fd818","_type":"block","children":[{"_key":"b2b17435cdfd","_type":"span","marks":[],"text":"The sense of collective spirit brought on by the pandemic has now carried into parallel social media conversation about the Black Lives Matter (BLM) movement to end racial injustice and police brutality."}],"markDefs":[],"style":"normal"}]},{"_key":"13213bb73328","_type":"highlightBock","content":[{"_key":"e2fefaad00f0","_type":"block","children":[{"_key":"323eb9599083","_type":"span","marks":[],"text":"Demands for greater racial equality and an end to racialized police brutality have merged with COVID-19 social media conversations."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"ce79c0133f9a","_type":"block","children":[{"_key":"045e44208e85","_type":"span","marks":[],"text":"Politics are driving the highest volumes of conversation – the pandemic generated a heightened sense of shared community which has now become further amplified by BLM protests."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"Uniting around social issues","theme":"gray"},{"_key":"04520a30b23a","_type":"contentBlock","content":[{"_key":"26b5a9c19ef5","_type":"block","children":[{"_key":"00505304e813","_type":"span","marks":["a2d73ec80e37"],"text":"True to historical precedence, social media engagement is reflecting a shift towards greater collective spirit and unity, and is also now providing new evidence of the need to maintain a sense of self at the same time.\n\nWhile broader, shared issues are universally engaging people of diverse backgrounds and different profiles in social media, there are also notable differences in concerns and priorities between generations captured by survey data worthy of further examination."},{"_key":"ca6d450e3378","_type":"span","marks":[],"text":"​ "}],"markDefs":[{"_key":"a2d73ec80e37","_type":"size","size":"text-2-5xl"}],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"Social  listening"},{"_key":"744ed50445ce","blocks":[{"_key":"22cfe0c53cd8","_type":"subheading","large":true,"text":"COVID19MONITOR.ORG"},{"_key":"87e54cc5c8ad","_type":"contentBlock","content":[{"_key":"c886ceb99077","_type":"block","children":[{"_key":"4c7870e29aa2","_type":"span","marks":[],"text":"Economic priorities are displacing health concerns"}],"markDefs":[],"style":"h3"},{"_key":"93133bf192ba","_type":"block","children":[{"_key":"8871f73ea16a","_type":"span","marks":[],"text":"Survey data is revealing a knock-on effect of how priorities of health and access to health care are now being superseded by other financial priorities. At the pandemic’s outset, public concern over access to health care approximated levels of concern over economic wellbeing. However, now months later, there is a separation emerging whereby economic concerns are now by far the highest ranking “new priority” around the world."}],"markDefs":[],"style":"normal"}]},{"_key":"c4d83371c799","_type":"image","alt":"Sign on store reading \"DUE TO COVID-19 WE WILL BE CLOSED TILL FURTHER NOTICE, THANK YOU\"","asset":{"_ref":"image-82a34d492398f663bfe758694f5f3892359da137-1536x758-jpg","_type":"reference"}},{"_key":"d2d8a3ee3670","_type":"contentBlock","content":[{"_key":"f90c7e7582e1","_type":"block","children":[{"_key":"17867dd5c96c","_type":"span","marks":[],"text":"Economic priorities now ranking higher than health concerns."}],"markDefs":[],"style":"h3"},{"_key":"2319474a4d4a","_type":"block","children":[{"_key":"fe0d64769746","_type":"span","marks":[],"text":"Consistent from Australia, to the UK, to the US, the economic downturn, caused by the social lockdowns and resultant businesses slowdowns, has resulted in economic concerns rising to be the top-most ranked position for citizens with approximately 75 – 80% of people expressing worry about economic conditions and prospects."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}]},{"_key":"2a8152439d2d","_type":"contentBlock","content":[{"_key":"8e92e3b28e5b","_type":"block","children":[{"_key":"b6f3d67cde12","_type":"span","marks":[],"text":"A sub-segment that is appearing more vulnerable to longer-term impacts from the pandemic are those in the 18-34 age group. While initially that may seem counter-intuitive as this age group has been observed to have significantly lower health risks arising from infection, they are nonetheless even more impacted by the economic ripple effects of the health crisis. Job security, employment status, and overall financial concerns are amplified for this age group in every monitored region around the world."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"aa0ee2aa1241","_type":"image","alt":"Man on couch with one hand on his forehead","asset":{"_ref":"image-e7609e07fb8877c63cc48bbedbd8f273dae96e65-1536x758-jpg","_type":"reference"}},{"_key":"bf2b173abd1c","_type":"contentBlock","content":[{"_key":"3540c37dba69","_type":"block","children":[{"_key":"8bf75bd31c2a","_type":"span","marks":[],"text":"Young adults are the most stressed and have the greatest concerns about job security, particularly in the U.S."}],"markDefs":[],"style":"h3"},{"_key":"3146378a0ffd","_type":"block","children":[{"_key":"69ccc1e8afcf","_type":"span","marks":[],"text":"While the percentages may vary country by country, the pattern remains the same: those in the 18-34 age group are the most anxious and stressed by the pandemic."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"624b2e7c6d54","_type":"block","children":[{"_key":"cf6ed568c300","_type":"span","marks":[],"text":"Younger people are the most concerned about paying bills and job security, and with many employed by now-shuttered service-based businesses this impact will have a lasting effect."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"8820016a0cfb","_type":"block","children":[{"_key":"6e95fdfb7e96","_type":"span","marks":[],"text":"Young American adults are also disproportionately concerned about their financial prospects versus any other country with over 50% of them expressing a high level of financial anxiety."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"8f6da7050ea1","_type":"block","children":[{"_key":"ef0195905a54","_type":"span","marks":[],"text":"Different than all other countries, and despite what media coverage tends to depict of hard-partying youth flouting public health guidelines, those who are 18-34 in the US are also the most concerned age group about being sickened by the novel coronavirus."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}]},{"_key":"cbc0aaf0358f","_type":"contentBlock","content":[{"_key":"08fcc5c26590","_type":"block","children":[{"_key":"0861ec02020e","_type":"span","marks":[],"text":"At face value the COVID-19 health crisis may appear to be a wholly separate issue than the racial and social injustices being railed against by the BLM movement. However, research data indicates there is a connection between them. As waves of protest aim to reform racial, social and economic disparity and injustice, the pandemic’s disproportionate impact on vulnerable minorities serves as stark evidence of the existing inequity."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"d9957542b61a","_type":"imageWithText","image":{"_type":"image","asset":{"_ref":"image-f833a023124f9575be8b8e1b9c54a910951b1edc-1140x906-jpg","_type":"reference"}},"layout":"rtl","noVerticalPadding":true,"text":[{"_key":"b813c7563b7b","_type":"block","children":[{"_key":"ab1e88e8c6a2","_type":"span","marks":[],"text":"As reported by the University of Oxford, morbidity rates tend to track with socioeconomic factors like poverty, race and ethnicity. Their research identified that Black and South Asian people face higher risks of death from COVID-19 than white patients, even after accounting for age, sex and medical health factors. In their study, experts agreed that ‘the causes of disparities, whether in COVID-19 or other aspects of health, are intricately linked to structural racism.’\n\nAdditionally, data from the CDC in the US that show Hispanic Americans in most communities are also significantly more likely to contract COVID-19 than non-Hispanic/Whites."}],"markDefs":[],"style":"normal"}]},{"_key":"901341e72e2c","_type":"contentBlock","content":[{"_key":"85959163e14a","_type":"block","children":[{"_key":"d87614724826","_type":"span","marks":[],"text":"From the data captured in the covid19monitor.org longitudinal surveys, there are signs of how such amplified health risks are affecting the outlook of specific racial and ethnic segments of the population, notably those survey respondents who identify themselves as Black."}],"markDefs":[],"style":"normal"}]},{"_key":"a5242fc610de","_type":"contentBlock","content":[{"_key":"80a6eb175176","_type":"block","children":[{"_key":"93e373145a89","_type":"span","marks":[],"text":"Blacks have higher concerns about contracting COVID-19 and for their personal economic wellbeing versus the general public average"}],"markDefs":[],"style":"h3"},{"_key":"b25c15191491","_type":"block","children":[{"_key":"67ad586b05e6","_type":"span","marks":[],"text":"Versus the national average, those who answered survey questions and identified themselves as Black are:"}],"markDefs":[],"style":"normal"},{"_key":"b9779bd7c613","_type":"block","children":[{"_key":"70564510df1d","_type":"span","marks":[],"text":"More likely to be concerned about contracting COVID-19 and not having access to health care support."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"d767e44ac23a","_type":"block","children":[{"_key":"18c43fe57179","_type":"span","marks":[],"text":"Twice as likely to be in despair and experiencing feelings of fear and anger but also more likely to currently have feelings of solidarity."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"844faa9f9868","_type":"block","children":[{"_key":"3ed2fdcd67bb","_type":"span","marks":[],"text":"Less concerned about national and global economic outlooks but much more concerned about personal job security and the ability to pay bills."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}]},{"_key":"a98b3285f422","_type":"contentBlock","content":[{"_key":"42f178adc869","_type":"block","children":[{"_key":"8b8521ed1c50","_type":"span","marks":[],"text":""},{"_key":"fb98e2084e60","_type":"span","marks":[],"text":""},{"_key":"ddb720814aec","_type":"span","marks":[],"text":"​"},{"_key":"93f610ae371f","_type":"span","marks":["662150f13c8e"],"text":"When physical survival concerns become amplified by new financial priorities, values and preferences can’t help but change. Presumably some priorities may shift only in the short-term as negative conditions exist, but others will evolve for the long-term as peoples’ perspectives become refocused and take set. The challenge for business and marketers will be to maintain pace with those changes."}],"markDefs":[{"_key":"662150f13c8e","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true}],"sectionTheme":"theme-light","sectionTitle":"Covid19monitor.org"},{"_key":"89b1af418ce6","blocks":[{"_key":"5b1a1c4ad61e","_type":"subheading","large":true,"text":"CMO<br/>OPINIONS"},{"_key":"e86477f24fe9","_type":"contentBlock","content":[{"_key":"f9a332c67660","_type":"block","children":[{"_key":"0bdca71df3fa","_type":"span","marks":[],"text":"Understanding short-term changes from longer-term shifts"}],"markDefs":[],"style":"h3"},{"_key":"23a751518443","_type":"block","children":[{"_key":"ecfc786e4f0a","_type":"span","marks":[],"text":"While the pandemic has generated newfound attention to basic values of financial security, personal health and family closeness, there is no consensus among the international CMOs surveyed as to how changes in priorities and values may ultimately play out in the short-term versus long-term. That said, most do believe consumers’ preferences are worth monitoring."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"680cd17d75ba","_type":"quotes","blocks":[{"_key":"e18806892fb6","content":"“After some time, and given the fact the recession will not be too hard, I think people will be the same consumers as they have been before.”","heading":"Some CMOs forecast only a short-term change in consumers’ priorities."},{"_key":"f9c640114416","content":"“The trend of creating experiences over buying stuff will accelerate.” ","heading":"Other CMOs anticipate a return to long-term themes."}]},{"_key":"72fe1469cd07","_type":"contentBlock","content":[{"_key":"4c4556dcba21","_type":"block","children":[{"_key":"e468254e9c54","_type":"span","marks":["2ac609130593"],"text":"While CMOs are of mixed minds, they have two key recommendations on how to navigate the shifting sands of consumer preference:\n"},{"_key":"5128e55d9616","_type":"span","marks":[],"text":"​ "}],"markDefs":[{"_key":"2ac609130593","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true},{"_key":"23ad5da0929e","_type":"arrowBlock","content":[{"_key":"f141d9446776","_type":"block","children":[{"_key":"5aea09f81477","_type":"span","marks":["strong"],"text":"Be a “good” business:"},{"_key":"65c44e7b5e1a","_type":"span","marks":[],"text":" Demonstrate genuine and measurable commitment to social-cause capitalism and responsibility; do not pay it lip service through superficial imagery, rather act in a way that legitimately aligns with social mores."}],"markDefs":[],"style":"normal"}],"theme":"blue"},{"_key":"44c57246cd63","_type":"arrowBlock","content":[{"_key":"9718176f4f8c","_type":"block","children":[{"_key":"b396af5094fe","_type":"span","marks":["strong"],"text":"Deliver true value:"},{"_key":"14be358342e2","_type":"span","marks":[],"text":" Ensure brands deliver on consumers’ practical concerns and needs and not succumb to frivolous messaging or tactics that are easily seen-through."}],"markDefs":[],"style":"normal"}],"theme":"blue"}],"sectionTheme":"theme-default","sectionTitle":"CMO OPINIONS"}],"description":"As the pandemic continues its march around the globe, people have now had sufficient time for its effects to sink in more deeply and gnaw on the collective consciousness and psyche.","featureImage":{"_type":"image","alt":"Man walking across a city street wearing a mask","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":2.010362694300518,"height":1158,"width":2328},"lqip":"data:image/jpeg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAKABQDASIAAhEBAxEB/8QAFgABAQEAAAAAAAAAAAAAAAAABgAE/8QAIxAAAQQCAgAHAAAAAAAAAAAAAQACAwQGERIxBRMhM1FSgf/EABYBAQEBAAAAAAAAAAAAAAAAAAADBf/EABkRAAMAAwAAAAAAAAAAAAAAAAABEQISYf/aAAwDAQACEQMRAD8AEY5RnhralhDNj149/qywVpsguTjg6Z8JIJJ1sJQ1xHhU5BIPDvaJ4fI9s10te4E63orS6QWThiv4lILT+FeRg+CpJrM8vm+6/r7FSVjY/9k="},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/81c2d18a20c2a5eb11d5a5a4d8e9a1476d9548e5-2328x1158.jpg"},"crop":{"_type":"sanity.imageCrop","bottom":0,"left":0,"right":0,"top":0},"hotspot":{"_type":"sanity.imageHotspot","height":0.5251509054325956,"width":0.9119999999999999,"x":0.45599999999999996,"y":0.2625754527162978}},"locale":"en","shareImage":{"_type":"image","asset":{"_ref":"image-81c2d18a20c2a5eb11d5a5a4d8e9a1476d9548e5-2328x1158-jpg","_type":"reference"}},"title":"New priorities and shifting values","topics":["social"],"url":{"_type":"slug","current":"new-priorities-and-shifting-values"}},{"_createdAt":"2020-07-24T18:30:35Z","_id":"08e84770-73d0-4878-9f6d-b0530dfb0052","_rev":"7lJidvhe1bfnzzVAmslb2O","_type":"article","_updatedAt":"2020-08-04T13:49:20Z","content":[{"_key":"f0e0529263fa","blocks":[{"_key":"0598c5d9374f","_type":"imageWithText","image":{"_type":"image","alt":"Sign that reads \"Essential workers - you can travel. thank you\" and \"Everybody else - Go home. Don't travel. Save lives\"","asset":{"_ref":"image-bc08186f57de5dff7fc73190ef69e6d771a3dc50-1140x906-png","_type":"reference"}},"layout":"rtl","text":[{"_key":"07729a97d80b","_type":"block","children":[{"_key":"07729a97d80b0","_type":"span","marks":[],"text":"The longer the pandemic foments uncertainty, will people continue to take a pass on the future in favour of living more in the present? Will they become generally averse to making longer-term plans? "}],"markDefs":[],"style":"normal"},{"_key":"475bba47cf3a","_type":"block","children":[{"_key":"475bba47cf3a0","_type":"span","marks":[],"text":"There are significant implications to brands and companies who serve consumers’ long-term needs and decisions. How marketers remain relevant to consumers who are firmly planted in the here-and-now will grown in importance the longer the pandemic grinds on. "}],"markDefs":[],"style":"normal"},{"_key":"487bc5441b22","_type":"block","children":[{"_key":"487bc5441b220","_type":"span","marks":[],"text":"A data review helps determine just how likely it is that people will shy away from making decisions about the future, and create options for marketers to consider."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"Intro"},{"_key":"2c9783b380a6","blocks":[{"_key":"94d546de7351","_type":"subheading","text":"HISTORY / ANTHROPOLOGY"},{"_key":"45e65b480c61","_type":"contentBlock","content":[{"_key":"00d37885555a","_type":"block","children":[{"_key":"00d37885555a0","_type":"span","marks":[],"text":"People sought new outlets when the future felt bleak."}],"markDefs":[],"style":"h3"},{"_key":"bdf36fa4b5a5","_type":"block","children":[{"_key":"bdf36fa4b5a50","_type":"span","marks":[],"text":"The cloudier the future, the more likely people will strive to make the most of today, be that for basic survival or carpe diem pursuits. When the future weighs heavy, finding ways to maximize the present has proven to be a natural reflex in the past."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"2c770b495f22","_type":"contentBlock","content":[{"_key":"3c19c180a430","_type":"block","children":[{"_key":"3c19c180a4300","_type":"span","marks":[],"text":"Shorter-term pursuits and interests flourish in the face of uncertain days ahead."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"3d0140d29625","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"Group of people from the roaring 20s","asset":{"_ref":"image-3cf84b65daee9c12e5a55eab5326c9a18e6d7b6d-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"b0d3daedae5b","_type":"block","children":[{"_key":"b0d3daedae5b0","_type":"span","marks":[],"text":""},{"_key":"b0d3daedae5b1","_type":"span","marks":["b3529d3c9a49"],"text":"The Roaring 20s saw life lived with abandon to move past the war."},{"_key":"b0d3daedae5b2","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"b3529d3c9a49","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"3d975b9fd8b2","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"Children being served food during The Great Depression.","asset":{"_ref":"image-3f4c74278d688efdc5cf8c5a100699695762f3d6-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"2d987782d801","_type":"block","children":[{"_key":"2d987782d8010","_type":"span","marks":[],"text":""},{"_key":"2d987782d8011","_type":"span","marks":["fa3ff397e961"],"text":"The Great Depression inspired new expressions of culture."},{"_key":"2d987782d8012","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"fa3ff397e961","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"0b7af3a3d033","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"A family during the Baby Boom","asset":{"_ref":"image-7242c205ee8151cdce952986a017abb91b586d2b-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"aca6a1e31966","_type":"block","children":[{"_key":"aca6a1e319660","_type":"span","marks":[],"text":""},{"_key":"aca6a1e319661","_type":"span","marks":["741e7e38f540"],"text":"The Baby Boom saw people turning to family values in the face of nuclear escalation."},{"_key":"aca6a1e319662","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"741e7e38f540","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"06c08d4bf68c","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"Man taking a selfie photo","asset":{"_ref":"image-b0c4d83efbbb403ccca4f8135293320caaeda887-348x262-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"e981cdf17d34","_type":"block","children":[{"_key":"e981cdf17d340","_type":"span","marks":[],"text":""},{"_key":"e981cdf17d341","_type":"span","marks":["0b09b2247f52"],"text":"Millennials witnessed the struggles of earlier generations and delay traditional decisions such as marriage and the buying of first-homes. They are the Experiential Generation and they already prefer living in the moment."},{"_key":"e981cdf17d342","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"0b09b2247f52","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"c73dbb3b91e6","_type":"contentBlock","content":[{"_key":"08cdccf54507","_type":"block","children":[{"_key":"08cdccf545070","_type":"span","marks":[],"text":"If history predicts the future, and people follow similar patterns, it is likely that the post-pandemic period will continue to see people living life more in the near-term than the long-term."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"9d02c8de5d61","_type":"fileDownload","file":{"_type":"file","asset":{"_ref":"file-e2d1f96ea99440538b4caf55e16c4c2288630444-pdf","_type":"reference"}},"label":"Download the full report"}],"sectionTheme":"theme-light","sectionTitle":"HISTORY / ANTHROPOLOGY"},{"_key":"d5014f365072","blocks":[{"_key":"2ff33ad3e626","_type":"subheading","text":"SOCIAL LISTENING"},{"_key":"b2551c07b8e9","_type":"contentBlock","content":[{"_key":"075b173f7c77","_type":"block","children":[{"_key":"075b173f7c770","_type":"span","marks":[],"text":"No one is talking much about the future on social media."}],"markDefs":[],"style":"h3"},{"_key":"8e8b48b4c9b0","_type":"block","children":[{"_key":"8e8b48b4c9b00","_type":"span","marks":[],"text":"As validation of history’s precedents, people’s social media focus as of late has partitioned off the future behind its own version of conversational plexiglass."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"ae7ea1f3d33a","_type":"image","alt":"Man interacting with social media on a mobile device","asset":{"_ref":"image-0760610f27944fb30118e46f0f5e14ec3c3e9a54-1536x758-jpg","_type":"reference"}},{"_key":"4511a7dc1515","_type":"contentBlock","content":[{"_key":"a6e69e53a2d2","_type":"block","children":[{"_key":"a6e69e53a2d20","_type":"span","marks":[],"text":"The present has displaced the future."}],"markDefs":[],"style":"h3"}]},{"_key":"57a9524a53b3","_type":"arrowBlock","content":[{"_key":"613b3eaacf4b","_type":"block","children":[{"_key":"613b3eaacf4b0","_type":"span","marks":[],"text":"With no clear end in sight for the pandemic, and even as restrictions are being eased around the world, overall 98.7% of people continue to be focused on present day matters."}],"markDefs":[],"style":"normal"}]},{"_key":"f34ec080096d","_type":"contentBlock","content":[{"_key":"9aea1f2e6277","_type":"block","children":[{"_key":"9aea1f2e62770","_type":"span","marks":[],"text":"With social media chatter indicating people are exclusively thinking about present day, with near-zero evidence of conversing about far-off plans and dreams, it could be anticipated that a lag effect will occur before attention balances out again between the present and the future. Possibly the pandemic will need to be fully behind us in order for people to imagine days further out in time and share ‘likes’ about them online."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"03d0a43c8e22","_type":"fileDownload","file":{"_type":"file","asset":{"_ref":"file-4839f29d3e25e9f4e98b1cf79f673345bcda81b7-pdf","_type":"reference"}},"label":"Download the full report"}],"sectionTheme":"theme-default","sectionTitle":"SOCIAL LISTENING"},{"_key":"a52cf5291edc","blocks":[{"_key":"28d8d54ccfa6","_type":"subheading","text":"COVID19MONITOR.ORG"},{"_key":"5bc3d4d58c70","_type":"contentBlock","content":[{"_key":"71f344d36ebf","_type":"block","children":[{"_key":"71f344d36ebf0","_type":"span","marks":[],"text":"Optimism and planning for the future has chilled."}],"markDefs":[],"style":"h3"},{"_key":"4cfdcb83f2a7","_type":"block","children":[{"_key":"4cfdcb83f2a70","_type":"span","marks":[],"text":"When asked directly, the majority of people say they are now more focused on enjoying the present more than they were before the pandemic began."}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"94bd17a56362","_type":"stats","content":[{"_key":"de763f45e685","_type":"block","children":[{"_key":"de763f45e6850","_type":"span","marks":[],"text":"of people are trying to live in the present vs. thinking about the future."}],"markDefs":[],"style":"normal"}],"statNumber":"47%"},{"_key":"2135c0071b9e","_type":"contentBlock","content":[{"_key":"dd57f6a45bb8","_type":"block","children":[{"_key":"dd57f6a45bb80","_type":"span","marks":[],"text":"Even if people aren’t spending as much time thinking about the future, for the most part they nonetheless remain optimistic about it, albeit in lesser numbers now than prior to the pandemic."}],"markDefs":[],"style":"normal"}]},{"_key":"3eb4e00cec83","_type":"stats","content":[{"_key":"06d7f5bfdcd6","_type":"block","children":[{"_key":"06d7f5bfdcd60","_type":"span","marks":[],"text":"of Canadians feeling optimistic about their own future. Down from 80% prior to the pandemic."}],"markDefs":[],"style":"normal"}],"statNumber":"69%"},{"_key":"ea8f3234f9c0","_type":"contentBlock","content":[{"_key":"9d57299151dd","_type":"block","children":[{"_key":"9d57299151dd0","_type":"span","marks":[],"text":"Generational Spotlight:"}],"markDefs":[],"style":"h4"},{"_key":"77652afba9fc","_type":"block","children":[{"_key":"77652afba9fc0","_type":"span","marks":[],"text":"Versus other generations, young adults (20 & 30 year olds) are now much more pessimistic about the future, much less likely to be making future plans, and more likely to be spending their money on short-term gratification."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"3722a6afc4ad","_type":"emojiWithText","compact":true,"image":{"_type":"image","alt":"A sad emoji","asset":{"_ref":"image-bf020dcbd79fce3363f1fa316c11f1d0cb0c992f-239x239-png","_type":"reference"}},"layout":"ltr","text":[{"_key":"ef9a92496f85","_type":"block","children":[{"_key":"ef9a92496f850","_type":"span","marks":[],"text":""},{"_key":"ef9a92496f851","_type":"span","marks":["b0bbf0fcef81"],"text":"40% are now pessimistic about their own future (vs 24% pre-pandemic)"},{"_key":"ef9a92496f852","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"b0bbf0fcef81","_type":"size","size":"text-2-5xl"}],"style":"normal"}]},{"_key":"d5d9f133142c","_type":"emojiWithText","compact":true,"image":{"_type":"image","alt":"A happy emoji wearing shades","asset":{"_ref":"image-5174044ff46636fcd8c06e1857bcaccac047f09e-256x256-png","_type":"reference"}},"layout":"rtl","text":[{"_key":"53c748f15cb5","_type":"block","children":[{"_key":"53c748f15cb50","_type":"span","marks":[],"text":"51% focused on enjoying the present (vs 38% planning for the future)"}],"markDefs":[],"style":"normal"}]},{"_key":"ddedea565d69","_type":"emojiWithText","compact":true,"image":{"_type":"image","alt":"A party emoji","asset":{"_ref":"image-e5b6c3614340d6e71681ef21188a06b1bd068e3a-257x259-png","_type":"reference"}},"layout":"ltr","text":[{"_key":"e8c57c738a95","_type":"block","children":[{"_key":"e8c57c738a950","_type":"span","marks":[],"text":"Over 1/3 are more likely to be buying things that provide immediate enjoyment than before the pandemic"}],"markDefs":[],"style":"normal"}]},{"_key":"530924f6fae9","_type":"contentBlock","content":[{"_key":"2ba1df99dc18","_type":"block","children":[{"_key":"2ba1df99dc180","_type":"span","marks":[],"text":"As people maintain their focus on the present, it appears particularly important to monitor how younger adults modify their behaviours towards goods and services, particularly those related to later lifestages. With heightened pessimism about the future and instant gratification fueling their cash burn rate, categories aiming to start a relationship with younger consumers in anticipation of future reward may need to find new ways to engage and connect."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"609fb4600f59","_type":"buttonLink","label":"Explore the data monitor","url":"https://www.covid19monitor.org"}],"sectionTheme":"theme-white","sectionTitle":"COVID19MONITOR.ORG"},{"_key":"91c7a8a1abe5","blocks":[{"_key":"49c7ba453966","_type":"subheading","text":"CMO OPINIONS"},{"_key":"0da645371f1b","_type":"contentBlock","content":[{"_key":"9217b49b0af7","_type":"block","children":[{"_key":"9217b49b0af70","_type":"span","marks":[],"text":"Deliver on near-term needs in order to maintain relationships for the longer-term"}],"markDefs":[],"style":"h3"},{"_key":"2a247a2e948c","_type":"block","children":[{"_key":"2a247a2e948c0","_type":"span","marks":[],"text":"With fewer consumers looking down the road, are companies and brands thinking about how to stay close to their customers and remain relevant in the near-term? How well synched are consumers’ time horizons with companies’ growth ambitions?"}],"markDefs":[],"style":"normal"}],"hasTopBorder":false},{"_key":"f19f2e3c99ec","_type":"contentBlock","content":[{"_key":"de20cfbecc38","_type":"block","children":[{"_key":"de20cfbecc380","_type":"span","marks":[],"text":"Most CMOs believe that people will return to a balance between spending today and planning for tomorrow, but that in the near-term, being available to consumers who want to try and find the pandemic cloud’s silver lining is critical to remaining relevant."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"77bf272d6bfc","_type":"quotes","blocks":[{"_key":"f5dd28c43b23","content":"“For those living in the moment and feeling secure about spending disposable income, we want to capture that sale with greater discounts than our competitors.”"},{"_key":"d63a578f93a7","content":"“We are hoping people spending more time at home will drive more demand for our home-focused products.”"},{"_key":"aa79ebafffe0","content":"“Our brand celebrates life everyday, everywhere, so we want people to recognize that now is important.”"},{"_key":"a1710d6095f7","content":"“We have seen our customer stop to re-evaluate how they currently spend their time and money.  They may book something now and worry less about the consequences.”"}]},{"_key":"784a7776726e","_type":"contentBlock","content":[{"_key":"0fca99c67e74","_type":"block","children":[{"_key":"0fca99c67e740","_type":"span","marks":[],"text":"While CMOs are sensing consumers’ mindsets and behaviours have changed, they don’t seem to feel it will translate into a long-term shift. Nonetheless, they do recognize that building back short-term business sales and momentum will require a change in approach to regain consumers’ trust and attention."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true}],"sectionTheme":"theme-light","sectionTitle":"CMO OPINIONS"},{"_key":"5adf6831a156","blocks":[{"_key":"c8f03f9ffdc1","_type":"subheading","text":"MOVING FORWARD"},{"_key":"fb5800826b01","_type":"contentBlock","content":[{"_key":"7ef832dac6fa","_type":"block","children":[{"_key":"7ef832dac6fa0","_type":"span","marks":[],"text":"MARKETING \nIMPLICATIONS"}],"markDefs":[],"style":"h3"}],"hasTopBorder":false},{"_key":"ea7ea744d599","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"A lady buying tea while wearing a mask","asset":{"_ref":"image-1e4b7ab6a369287cd2af798516942b0d50f187d5-546x416-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"f10eadff2fac","_type":"block","children":[{"_key":"f10eadff2fac0","_type":"span","marks":[],"text":"Make consumers’ “today” a safer and less complicated one."}],"markDefs":[],"style":"h4"},{"_key":"4fd284903295","_type":"block","children":[{"_key":"4fd2849032950","_type":"span","marks":[],"text":"Maintaining personal health and safety will now inform day-to-day choices and stressors. Brands should respond by creating simpler and safer experiences whenever and however the customer engages and transacts."}],"markDefs":[],"style":"normal"}]},{"_key":"3e63297ae28a","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"A takeout bag with a handwritten note that reads \"Thank you, with love!\"","asset":{"_ref":"image-f57581d4b0f2890afc8f951bb2b213c98c66a084-546x416-jpg","_type":"reference"}},"layout":"rtl","noVerticalPadding":true,"text":[{"_key":"4b1b54ca412a","_type":"block","children":[{"_key":"4b1b54ca412a0","_type":"span","marks":[],"text":"Offer hope and positivity when connecting with consumers, but skip the rose-coloured glasses."}],"markDefs":[],"style":"h4"},{"_key":"7a2ffd368e1d","_type":"block","children":[{"_key":"7a2ffd368e1d0","_type":"span","marks":[],"text":"People will gravitate to the brands they can repeatedly trust, regardless of how unsafe the world becomes. Institute a continuous human-focused effort, and avoid one-and-done quick fixes."}],"markDefs":[],"style":"normal"}]},{"_key":"d5dac31a28a2","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"A cup of coffee with a message on the cup reading \"What good shall I do this day?\"","asset":{"_ref":"image-6f153827967e6ed42db33e89d62bcb56958cd0a6-546x416-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"4b95bbb253f1","_type":"block","children":[{"_key":"4b95bbb253f10","_type":"span","marks":[],"text":"Values and beliefs are shifting; don’t fall out of touch."}],"markDefs":[],"style":"h4"},{"_key":"24a5a41ac2dd","_type":"block","children":[{"_key":"24a5a41ac2dd0","_type":"span","marks":[],"text":"As people re-evaluate their lives and focus on what matters, they will look to brands with purpose that reflect their values and shared beliefs. But it’s not enough for brands to just be “cool” and aspirational. There will be newfound respect for brands “who help”."}],"markDefs":[],"style":"normal"},{"_key":"44db40ff2663","_type":"block","children":[{"_key":"44db40ff26630","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"}]},{"_key":"e11a80848ebd","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"A woman doing virtual yoga","asset":{"_ref":"image-71582345cc2cb11fd145fc558463c3800128cdfd-546x416-jpg","_type":"reference"}},"layout":"rtl","noVerticalPadding":true,"text":[{"_key":"399bab0e13a7","_type":"block","children":[{"_key":"399bab0e13a70","_type":"span","marks":[],"text":"Support new behaviours and seek out emerging communities of shared interests and needs."}],"markDefs":[],"style":"h4"},{"_key":"3673e5b193fc","_type":"block","children":[{"_key":"3673e5b193fc0","_type":"span","marks":[],"text":"Consumers have had to make changes, which has created opportunities for brands to find new solutions and new relevance. Providing ways for consumers to get the most out of changed regimens – diet, exercise, physical & mental-health, faith, entertainment, personal finances, social relationships - just about everything has undergone some sort of change. Now is the time to reassess how value is created for consumers and move towards it."}],"markDefs":[],"style":"normal"}]},{"_key":"fd2b259e1465","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-4483bab378dd33e7359963f6243bd90aefc35ab5-546x416-jpg","_type":"reference"}},"layout":"ltr","noVerticalPadding":true,"text":[{"_key":"1ed012d18a61","_type":"block","children":[{"_key":"1ed012d18a610","_type":"span","marks":[],"text":"Rewind the future and give it everyday relevance."}],"markDefs":[],"style":"h4"},{"_key":"a09b331dbd44","_type":"block","children":[{"_key":"a09b331dbd440","_type":"span","marks":[],"text":"If people are feeling more uncertain about the future and more comfortable in the present, brands competing in categories involving longer-term decisions (such as personal investing) will need to reframe future-orientated decisions and outcomes into something that feels closer and more practical for consumers."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-default","sectionTitle":"MOVING FORWARD"}],"description":"With the pandemic having intruded on life events such as family weddings, moving cities, going to school and travelling the world, people have been forced to park some of their aspirations in order to deal with more pressing and immediate challenges and needs.","displayTitle":"Putting the future on pause<br/>while living in the present.","featureImage":{"_type":"image","alt":"Man on a balcony","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":2.010362694300518,"height":1158,"width":2328},"lqip":"data:image/jpeg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAKABQDASIAAhEBAxEB/8QAFwAAAwEAAAAAAAAAAAAAAAAAAAMHBv/EACQQAAEDAwMEAwAAAAAAAAAAAAEAAgMEESEFBhIHFCJRMUFh/8QAFgEBAQEAAAAAAAAAAAAAAAAABAMF/8QAGREBAAMBAQAAAAAAAAAAAAAAAQACEQME/9oADAMBAAIRAxEAPwDIjfE9C+GndUVUoe3k4mc4wmxdUtSo2w8XXEniGyO5AfpU4qDlp+/aTqwHY0xsL3OVrlRgpZhvvdDhyYKJ7TkEPKFNdJkf2EXm749oUXpjmRNfLWwM/9k="},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/7b5ea0047ad6c1c0fa47f76e5fbd865d8e960440-2328x1158.jpg"}},"featureParagraph":[{"_key":"e5445f58c784","_type":"block","children":[{"_key":"e5445f58c7840","_type":"span","marks":[],"text":"With the pandemic having intruded on life events such as family weddings, moving cities, going to school and travelling the world, people have been forced to park some of their aspirations in order to deal with more pressing and immediate challenges and needs."}],"markDefs":[],"style":"normal"}],"locale":"en","seoTitle":"Putting the future on pause and living more in the present","title":"Putting the future on pause while living in the present.","topics":["social"],"url":{"_type":"slug","current":"putting-the-future-on-pause"}},{"_createdAt":"2020-04-28T19:57:40Z","_id":"c77aa519-e00b-49cd-9da3-60d9935d5c03","_rev":"tPf4M5hUBx9RuNRjn9UuEF","_type":"article","_updatedAt":"2020-07-15T14:15:27Z","content":[{"_key":"d64c55b71de4","blocks":[{"_key":"6017c5acaba7","_type":"subheading","text":"HISTORICAL/ANTHROPOLOGICAL CONTEXT"},{"_key":"a62b3226283b","_type":"contentBlock","content":[{"_key":"d739819a590b","_type":"block","children":[{"_key":"d739819a590b0","_type":"span","marks":[],"text":"COVID-19 is unprecedented. But trust has many precedents."}],"markDefs":[],"style":"h4"},{"_key":"283285d6a2cd","_type":"block","children":[{"_key":"283285d6a2cd0","_type":"span","marks":[],"text":"Historically, when the status quo shifted, the public’s trust levels in ‘the establishment’ shifted as well. The bigger the shock, the greater the ripple effect on trust levels."}],"markDefs":[],"style":"normal"}]},{"_key":"cd8e5cda92cf","_type":"imageWithText","compact":false,"image":{"_type":"image","asset":{"_ref":"image-6f043bf4fcb2ae0d24b4a25d7de8ec0a35f582bc-1140x1038-jpg","_type":"reference"}},"layout":"rtl","text":[{"_key":"5e4c55ce26bf","_type":"block","children":[{"_key":"5e4c55ce26bf0","_type":"span","marks":[],"text":"A diverse range of impacts have affected public trust levels in the past."}],"markDefs":[],"style":"h4"},{"_key":"9aab4fd4b4a8","_type":"block","children":[{"_key":"9aab4fd4b4a80","_type":"span","marks":[],"text":"Hard times that the government cannot easily resolve (war, civil unrest) "}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"_key":"6e22e61b6466","_type":"block","children":[{"_key":"6e22e61b64660","_type":"span","marks":[],"text":"Corporations that cut corners thereby affecting public safety (mass product recalls, corporate cheating)"}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"_key":"85126a87da65","_type":"block","children":[{"_key":"85126a87da650","_type":"span","marks":[],"text":"Generational divides over problems left for later generations to inherit (equal rights to the environment) "}],"level":1,"listItem":"number","markDefs":[],"style":"normal"},{"_key":"a52e597380ef","_type":"block","children":[{"_key":"a52e597380ef0","_type":"span","marks":[],"text":"Conflicting stories and mixed messages gaslighting the public (public trust in the media recently hit an all-time low as people have become wary of ‘fake news’ and ‘alternate facts’)."}],"level":1,"listItem":"number","markDefs":[],"style":"normal"}]},{"_key":"f3d02e786592","_type":"contentBlock","content":[{"_key":"9792a2fe4319","_type":"block","children":[{"_key":"9792a2fe43190","_type":"span","marks":[],"text":"History would suggest it isn’t a question of whether or not people’s ability to place trust will shift, but rather how it might shift, and to what degree."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"e38dfc26e93d","_type":"fileDownload","file":{"_type":"file","asset":{"_ref":"file-12b71553aab88c5ca1cacd56f04eec36b0be5571-pdf","_type":"reference"}},"label":"Download the Full Report"}],"sectionTheme":"theme-light","sectionTitle":"Historical / anthro"},{"_key":"5420e267e866","blocks":[{"_key":"35e9ad4eb260","_type":"subheading","text":"SOCIAL LISTENING"},{"_key":"6c6b484912ff","_type":"contentBlock","content":[{"_key":"bd446732ef74","_type":"block","children":[{"_key":"bd446732ef740","_type":"span","marks":[],"text":"People are in a reassessment mode."}],"markDefs":[],"style":"h3"},{"_key":"0db31e1797ad","_type":"block","children":[{"_key":"0db31e1797ad0","_type":"span","marks":[],"text":"One way to monitor people’s ability to place trust in institutions, companies, officials and social connections is to listen in on what they are saying. Analysing ongoing social media chatter, and the sentiment that underpins that chatter, can reveal how they are feeling towards the world around them."}],"markDefs":[],"style":"normal"}]},{"_key":"5f023f96ae11","_type":"image","alt":"woman looking at her phone in the dark","asset":{"_ref":"image-f378c3bdd2bf6ffa555d217aaf52b732563704a9-1536x758-jpg","_type":"reference"}},{"_key":"e3424685d067","_type":"contentBlock","content":[{"_key":"f275d2f9139d","_type":"block","children":[{"_key":"f275d2f9139d0","_type":"span","marks":[],"text":"As normalcy was thrown into upheaval, social media sentiment metrics demonstrate that people went into a shock-driven ‘assessment mode’."}],"markDefs":[],"style":"blockquote"}]},{"_key":"6792fc5a1f8d","_type":"emojiWithText","image":{"_type":"image","asset":{"_ref":"image-2c3296ba739a25384a281efe0abe595dc9641134-288x242-png","_type":"reference"}},"layout":"rtl","text":[{"_key":"5114def046d3","_type":"block","children":[{"_key":"5114def046d30","_type":"span","marks":[],"text":"Social media conversations peaked in mid-March and unsurprisingly negative sentiment was high through that month."}],"markDefs":[],"style":"normal"}]},{"_key":"d6e397df572e","_type":"emojiWithText","image":{"_type":"image","asset":{"_ref":"image-7a3848113ed165ee691ea54117872d6c36f10f3b-290x290-png","_type":"reference"}},"layout":"ltr","text":[{"_key":"04e6014dfba9","_type":"block","children":[{"_key":"04e6014dfba90","_type":"span","marks":[],"text":"In a heightened state of alarm, social media conversations levelled-off in April and the thinking face emoji features in April 2020’s top 10 as people began to reassess and recalibrate."}],"markDefs":[],"style":"normal"}]},{"_key":"040319d530eb","_type":"contentBlock","content":[{"_key":"d65ca9332bd1","_type":"block","children":[{"_key":"d65ca9332bd10","_type":"span","marks":[],"text":"The tenor of social media conversations through the first two months of the pandemic would suggest that following the initial shock, people are now actively questioning and trying to assess what is going on. "},{"_key":"d65ca9332bd11","_type":"span","marks":["strong"],"text":"Who people trust, or don’t, appears to be something that is equally being tested and re-evaluated."}],"markDefs":[],"style":"blockquote"}],"hasTopBorder":true},{"_key":"4a70f4cbce28","_type":"fileDownload","file":{"_type":"file","asset":{"_ref":"file-4839f29d3e25e9f4e98b1cf79f673345bcda81b7-pdf","_type":"reference"}},"label":"Download the Full Report"}],"sectionTheme":"theme-white","sectionTitle":"Social listening"},{"_key":"2759d91a62b8","blocks":[{"_key":"62d0860f1ae9","_type":"subheading","text":"OPINION TRACKING"},{"_key":"6a7c68afdb04","_type":"contentBlock","content":[{"_key":"a74d54aae57b","_type":"block","children":[{"_key":"a74d54aae57b0","_type":"span","marks":[],"text":"TRUST BY NUMBERS"}],"markDefs":[],"style":"h2"},{"_key":"5af2667af4c7","_type":"block","children":[{"_key":"5af2667af4c70","_type":"span","marks":[],"text":"People appear to be placing trust in the groups they feel are working hard, with the purest of intention, to benefit the broader community despite the adversity they face."}],"markDefs":[],"style":"p"},{"_key":"c80de775897d","_type":"block","children":[{"_key":"c80de775897d0","_type":"span","marks":[],"text":"People are placing the most trust with scientists and small business; the two groups they see as working hard to overcome adversity, and doing so without ulterior motives. “Big business” lags most other groups by a significant margin."}],"markDefs":[],"style":"normal"}]},{"_key":"737d3129bf94","_type":"barChart","data":[{"_key":"896b997634c8","dataKey":"Scientists","dataValue":89},{"_key":"69b69a513a21","dataKey":"Small Business","dataValue":79},{"_key":"3ef61fdcf845","dataKey":"Pharma/Tech","dataValue":56},{"_key":"04fcbb880268","dataKey":"Politicians","dataValue":49},{"_key":"d77a337337be","dataKey":"Corporations ","dataValue":34}],"domain":[{"_key":"f681a125a16d","domainValue":0},{"_key":"901f75721b41","domainValue":100}],"file":{"_type":"file","label":"Download full data report"},"format":"percent","link":{"_type":"link","externalLink":"https://www.covid19monitor.org","title":"View the full report"},"title":"Bar Chart 1"},{"_key":"36ecde1cb013","_type":"contentBlock","content":[{"_key":"077b1b1a9d9e","_type":"block","children":[{"_key":"077b1b1a9d9e0","_type":"span","marks":[],"text":"With the public having been shocked out of their comfort zone, all bets were suddenly swept off that table, and people appear to be questioning the motives of people and institutions in positions of power. Early indicators would suggest corporations should take heed, and pay extra attention to their customer relationship, brand equity and corporate reputation efforts."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true}],"sectionTheme":"theme-default","sectionTitle":"Opinion tracking"},{"_key":"b1fb8abf6666","blocks":[{"_key":"f62d68e69fbb","_type":"subheading","text":"CMO PERSPECTIVE"},{"_key":"865629f0bee4","_type":"contentBlock","content":[{"_key":"7cfc090c4a6d","_type":"block","children":[{"_key":"7cfc090c4a6d0","_type":"span","marks":[],"text":"The imperative of trust is hitting home for brands."}],"markDefs":[],"style":"h3"},{"_key":"73b18a24cddd","_type":"block","children":[{"_key":"73b18a24cddd0","_type":"span","marks":[],"text":"Are marketing leaders thinking about how public trust may be shifting for their brands, and just how well attuned are they to the public’s reassessment mindset? Many CMOs recognize that trust is critical for their brands and businesses, and are coming around to the fact that the pandemic could jeopardize the stability of their customers’ trust. CMOs interviewed for this study outlined three key principles to help maintain their customers’ trust into the recovery period and beyond."}],"markDefs":[],"style":"normal"}]},{"_key":"ace51586ac02","_type":"quotes","blocks":[{"_key":"19a259278af6","content":"“We need to demonstrate we have our customers’ backs at all times.”"},{"_key":"f1e3ed3422e4","content":"“Number one focus: if we lose trust, we will lose business.”"},{"_key":"78da5c89bb50","content":"“People first, profits second: deferred payments, discount prices, will show your brand is trying.”"}],"heading":"Principle 1: The need for tangible demonstration."},{"_key":"4a60919909c3","_type":"quotes","blocks":[{"_key":"2cc86a6c3e03","content":"“We will need to continuously keep our customers informed.”"},{"_key":"008f2c8bdaff","content":"“It will be important to show and state that employees and products are disease-free.”"},{"_key":"10601fb3f23d","content":"“Brands can play an important role in helping inform and guide customers.”"}],"heading":"Principle 2: The importance of genuine transparency."},{"_key":"bb0fbecc61c4","_type":"quotes","blocks":[{"_key":"fadeac4ee47c","content":"“Consumers will have zero tolerance for insincere or fluffy ad campaigns.”"},{"_key":"807ff95af183","content":"“We must help provide the normalcy people want by being true to our DNA.”"},{"_key":"78c62e6c0979","content":"“If our trust was endangered, brand marketing would be our measure.”"}],"heading":"Principle 3: Communications can’t be tone deaf or naïve, and must connect to the core of the brand."},{"_key":"eb34597ea53e","_type":"contentBlock","content":[{"_key":"7c3c6c38c7b6","_type":"block","children":[{"_key":"7c3c6c38c7b60","_type":"span","marks":[],"text":"Trust, according to the CMOs, will be built through actions more than with words."}],"markDefs":[],"style":"h3"},{"_key":"bfe8788b0728","_type":"block","children":[{"_key":"bfe8788b07280","_type":"span","marks":[],"text":"Communications are a means to an end, not an end unto itself, and should be used to broadcast what companies, via their brands, are doing to be part of the solution for their customers’ needs, and towards the greater public good."}],"markDefs":[],"style":"normal"},{"_key":"b7907d9c866f","_type":"block","children":[{"_key":"b7907d9c866f0","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"2387fb5d09c7","_type":"fileDownload","file":{"_type":"file","asset":{"_ref":"file-a1ef194c4684dd64db1aabde7bf4216ecffc3e63-pdf","_type":"reference"}},"label":"Download the Full Report"}],"sectionTheme":"theme-light","sectionTitle":"CMO Perspective"},{"_key":"caba8e7282e8","blocks":[{"_key":"41acb4f45ada","_type":"subheading","text":"TAKING ACTION"},{"_key":"0bb28e87c14f","_type":"contentBlock","content":[{"_key":"95d8f24e9f23","_type":"block","children":[{"_key":"95d8f24e9f230","_type":"span","marks":[],"text":"MARKETING\nIMPLICATIONS"}],"markDefs":[],"style":"h2"},{"_key":"6e385d4abd1a","_type":"block","children":[{"_key":"6e385d4abd1a0","_type":"span","marks":[],"text":"Marketers should be working to assess whether their most profitable segments are still true believers, or are now at play. Trust remains the keystone of customer loyalty and if it falters, consumers will take flight to other options."}],"markDefs":[],"style":"normal"}]},{"_key":"ea5d95db63e7","_type":"image","asset":{"_ref":"image-ecc8f1cb19fba9b454549d9d1995c6a456c90d7e-1536x912-jpg","_type":"reference"}},{"_key":"bfbfa9698c7c","_type":"contentBlock","content":[{"_key":"213cc06740be","_type":"block","children":[{"_key":"213cc06740be0","_type":"span","marks":[],"text":"Brands that do right by their customers and build their levels of advocacy will win."}],"markDefs":[],"style":"h4"}]},{"_key":"f50aaf93717b","_type":"arrowBlock","content":[{"_key":"387d7a05807c","_type":"block","children":[{"_key":"387d7a05807c0","_type":"span","marks":[],"text":"We have already witnessed the power of peer-to-peer reviews, and this will be amplified if corporate trust remains stalled and people seek the counsel of others regarding which brands to now trust for trial, and who to set aside."}],"markDefs":[],"style":"normal"}]},{"_key":"5bb24a4d2482","_type":"arrowBlock","content":[{"_key":"b457c87becc0","_type":"block","children":[{"_key":"b457c87becc00","_type":"span","marks":[],"text":"Time-tested techniques that have been proven to stabilize wavering consumer trust include enhancements to product warranty, and service guarantees. Fast-forwarding to today’s new normal, having a full and transparent commitment to safe, assured and close-to-normal customer experiences will further demonstrate tangible commitment to customer needs and expectations."}],"markDefs":[],"style":"normal"}]},{"_key":"41930f67fec5","_type":"contentBlock","content":[{"_key":"9f0a25e8343d","_type":"block","children":[{"_key":"9f0a25e8343d0","_type":"span","marks":[],"text":"When a brand is able to lower any perceived risks, consumers will become more grounded and less apt to feel they have to maintain a relationship on blind faith. This applies in the clicks realm as much as it does in the bricks realm."}],"markDefs":[],"style":"normal"}]},{"_key":"a41624ae89c0","_type":"subheading","text":"PRINCIPLES TO CONSIDER"},{"_key":"b7feaffa3924","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-9f77cfe09f61cce9c5ea689735450c43908d0068-546x416-jpg","_type":"reference"}},"layout":"ltr","text":[{"_key":"f18795fefa53","_type":"block","children":[{"_key":"f18795fefa530","_type":"span","marks":[],"text":"Trust = Consideration"}],"markDefs":[],"style":"h4"},{"_key":"50ac7dbb2f12","_type":"block","children":[{"_key":"50ac7dbb2f120","_type":"span","marks":[],"text":"Brands must generate trust in safety, that the company behind the brand is not opportunistically motivated, that it isn’t taking shortcuts, and it is committed to the greater good and part of the solution. Having a strong, trusted reputation will stimulate trial and grow likelihood of adoption."}],"markDefs":[],"style":"normal"}]},{"_key":"56ee894580fb","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-e33f7a6c6028aee0e460c0d4b6e20447af619005-546x416-jpg","_type":"reference"}},"layout":"rtl","text":[{"_key":"690ddcf093bd","_type":"block","children":[{"_key":"690ddcf093bd0","_type":"span","marks":[],"text":"Ensure trust is sticky for the long-term"}],"markDefs":[],"style":"h4"},{"_key":"d72f83b5fd21","_type":"block","children":[{"_key":"d72f83b5fd210","_type":"span","marks":[],"text":"People will gravitate to the brands they can repeatedly trust, regardless of how unsafe the world becomes. Institute a continuous human-focused effort, and avoid one-and-done quick fixes."}],"markDefs":[],"style":"normal"}]},{"_key":"d84e5877bfe3","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-63d94eb232f1e0b783c579311ae7dd00bd01eb19-546x416-jpg","_type":"reference"}},"layout":"ltr","text":[{"_key":"5807f70f6896","_type":"block","children":[{"_key":"5807f70f68960","_type":"span","marks":[],"text":"Reconsider ‘commercial’ moments"}],"markDefs":[],"style":"h4"},{"_key":"a70e0fafb9e6","_type":"block","children":[{"_key":"a70e0fafb9e60","_type":"span","marks":[],"text":"Putting people first during insecure times means giving them affordable access to the products and services they truly need. Everyday value pricing will be welcomed whereas a short-term salesy event may appear opportunistic and not representative of a real customer commitment."}],"markDefs":[],"style":"normal"}]},{"_key":"2c84db5160d9","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"_ref":"image-62bf35cf6cd9a98e0c27a529f00cbc0b78dcdba1-546x416-jpg","_type":"reference"}},"layout":"rtl","text":[{"_key":"f606b0ddec61","_type":"block","children":[{"_key":"f606b0ddec610","_type":"span","marks":[],"text":"Trust comes from delivery, not boasting"}],"markDefs":[],"style":"h4"},{"_key":"722c9f751806","_type":"block","children":[{"_key":"722c9f7518060","_type":"span","marks":[],"text":"Trust isn’t something to be bartered or sold — trust is earned with every customer interaction. Find ways that demonstrate real commitment, remaining on-brand but stepping beyond core services if need be. Automotive plants creating masks, and spirit alcohol companies making hand sanitizers serve as inspiration to others in the near term; consider how a brand can continue to do right by its customers through the months to come."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-default","sectionTitle":"Taking Action"}],"description":"As society reels from the upending effects of the coronavirus pandemic, we are being conditioned to be more cautious and wary. Is our collective inclination to trust being affected?  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Is our collective inclination to trust being affected? Might people’s attitudes and confidence towards the brands and companies they know change as a knock-on effect from pandemic-induced wariness? "}],"markDefs":[],"style":"normal"}],"locale":"en","seoTitle":"How People Trust","shareImage":{"_type":"image","asset":{"_ref":"image-23c228a03530369e08896588159b390ee4d184db-1200x630-jpg","_type":"reference"}},"title":"The pandemic has affected people. 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How might that affect consumers, the economy and brand loyalties?"}],"markDefs":[],"style":"normal"}],"reportFeatureImage":{"_type":"image","alt":"Protestors","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.6492753623188405,"height":690,"width":1138},"lqip":"data:image/jpeg;base64,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"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/d4f9903c6de7eaab8cbb38773b77d6e0fb8e4cc4-1138x690.jpg"}},"subheading":"INSIGHT REPORT","subscribeText":[{"_key":"8315b113d38f","_type":"block","children":[{"_key":"8315b113d38f0","_type":"span","marks":[],"text":""},{"_key":"8315b113d38f1","_type":"span","marks":["f51d58776c13"],"text":"Click here"},{"_key":"8315b113d38f2","_type":"span","marks":[],"text":" to subscribe to the latest consumer insights and additions to our live data monitor."}],"markDefs":[{"_key":"f51d58776c13","_type":"link","href":"mailto:subscribe@covid19monitor.org?subject=Subscribe&amp;body=SubscribeBody","opensInNewTab":false,"title":"Subscribe"}],"style":"normal"}],"title":[{"_key":"c589512d5291","_type":"block","children":[{"_key":"c589512d52910","_type":"span","marks":["strong"],"text":"Up Next:"},{"_key":"1a0153ad22af","_type":"span","marks":[],"text":" What’s Ahead?"}],"markDefs":[],"style":"normal"}]},"perspectivesBlocks":[{"_key":"f07a6154dc18","downloads":[{"_key":"e92979bb07ba","file":{"_type":"file","asset":{"originalFilename":"BFI Monitor CMO Report.pdf","url":"https://cdn.sanity.io/files/1tkgris1/production/a1ef194c4684dd64db1aabde7bf4216ecffc3e63.pdf"}},"label":"Download"}],"excerpt":"COVID-19 has united the world against a single problem. Over 25 CMOs from around the world talk to us about adapting to the new consumer needs. 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