As social roles and lifestyles shift, motivations are shifting too. Three emerging trends that are key for marketers:
•Greater desire for meaningful social connections
•Emerging drive to feel valuable and helpful
•New found drive for individual purpose and passion
Businesses can play a vital role by responding authentically to these increasingly important motivations.
Insights for Marketers
I’m lucky to be close to my family during this time.
I feel scared and lonely.
Friends and family are the only ones you can really trust right now.
We’re all in this together.
The world is chaotic right now — it’s good to stay connected.
- DO make things shareable, and ideally giftable. Whether it’s browsing, shopping,reviewing, reading FAQs, finding tips, or anything else, people want to share experiences with others!
- DO remain extra-sensitive to key identity groups. For example, identities like“essential worker” and “elderly” are very salient right now. Keep this in mind when evaluating communication. Take stock of influencers, celebrities, and brand mascots. And when it comes to humor, always think it through!
- DO consider that social networks are in transition. People may rely more heavily on friends and family right now than they usually do. What does this mean for marketing? Opportunities like referrals, shared resources, and scheduled co-shopping.
I feel so worthless right now.
I feel guilty for not doing more.
I wish I could do something more productive with my time.
I’m not worried about myself—I’m worried about… family, friends, local business owners… I want to help.
But I’m not sure what I can do to help.
- DO ask people for “real” help—help that is tangible, needed,and authentically relates to your brand. The kinds of helping actions people crave right now are concrete, neighborly, and hands-on. Actions that meet a real need. Things feel even more real—and connect with people more strongly—when they uniquely tie to your business.
- DO make it easy to help—but not “too easy”. You want people to feel good about helping! So make it foolproof! At the same time,require some effort. When people invest time and energy, they feel more connected.
- DO make it social. Social amplifies things: Helpers can feel even more helpful, audiences can feel connected to the helping, helpers themselves can connect with each other and with those they’ve helped, and the brand can get positive rub-off.
I’m beginning to question everything.
I should just start my own business.
I’m not sure if I buy into the American ‘productivity propaganda’ anymore.
At the end of the day, my health and well-being should be my top priorities.
I know something good will ultimately come out of this time.
- DO look for opportunities to connect with new people and broaden the significance of your offering. Many are developing new interests, and forging new paths, that could be relevant to your business. Stand by your base, but also recognize that your “core target”may be changing. Think too about reframing your offerings as experiences rather than products.
- DO set people up for success. People aren’t looking for things that are hard right now! Provide FAQs, post tutorials, answer the support line.
- DO help people set personal goals. For many, tackling short-term goals will help mark time and give them a sense of accomplishment. Goals also create a gamifying experience which can keep people engaged.