Glimmers of hope: A silver lining in dark times

Sep 3

Written By Posie

IT’S NOT ALL DOOM AND GLOOM

But as the adage goes, out of adversity comes opportunity. Being thrown off track is sometimes necessary to force new behaviours and processes, allowing you to realise better ways of doing things.

As a society trying to grapple with this pandemic and other issues, we are forced to reassess, reflect and create new modes of being. As we have seen after bush fires new growth sprouts and we are seeing some glimmers of this now.

2020 HAS BEEN A B*TCH

Twenty-twenty has been a heavy year. Life has been weighed down by fear, frustration, anxiety, grief, longing, and loneliness. The term uncertainty has saturated discourse, as society has essentially gone off-script.

The global community has been met with such a barrage of challenges that there has been a website dedicated to keeping a record of events, aptly named 'Is 2020 Over?' and the answer is NO!

Whilst not undermining the sorrow and severity of the pandemic, there are silver linings to be found. We look to the potential positive behavioural outcomes that can come from this adversity and take a moment of pause from the constant news reel of negativity.

When the storm rips you to pieces, you get to decide how you put yourself back together again. COVID is our storm, and whilst there is not going to be a return to normal, there will be a new version of life.

Re-calibrating our happiness

A HAPPINESS RESET

Researchers have found taking a break from the things we enjoy renews our capacity to derive pleasure from them.

The pandemic has ripped away many of the things we have once taken for granted – a sit down meal at a restaurant, gatherings with friends, or even the ritual of getting a coffee before heading into the office.

Happiness researcher Dr. Elizabeth Dunn predicts that in sequestering ourselves, we may in fact experience a happiness reset.

THE HEDONIC TREADMILL

The hedonic treadmill is the psychological phenomenon that explains why you may feel as though you’re doing things that should lead to greater happiness, yet your feelings remain the same.

People tend to quickly adapt to a relatively stable level of happiness despite negative or positive events.

One way to combat the hedonic treadmill is to deprive ourselves and disrupt our constant access to the things that we enjoy.

“It seems like the recipe for happiness should be to have all the things we like abundantly available to us all the time. But, in fact, what that's a recipe for is massive hedonic adaptation, where we just get used to the things that we like and no longer derive as much pleasure from them.”

Source: Dr. Elizabeth Dunn, Professor in the Department of Psychology, University of British Columbia

A generation of resilience

CRISES CAN CREATE GROWTH

For several people, SARS was also considered a chance for positive outcomes. They experienced ‘social growth’, as they were more attuned to others’ feelings, were more likely to spend time with loved ones and considered their friends more supportive.

They also achieved ‘personal growth’, as they dedicated more time to relaxation and pursued healthier lifestyles.

Lastly, they learnt to be grateful and appreciate their health, family, friends and everyday life, all aspects of ‘spiritual growth’.

Source: Tamiolaki & Kalaitzaki, 2020, “That Which Does Not Kill Us, Makes Us Stronger”: Covid-19 and Posttraumatic Growth

COMING OUT STRONGER

COVID-19 is a major life event and a watershed moment for a generation. However, humans are capable of a positive adaptation process in which they reevaluate traumatic or negative experiences.

Post-Traumatic Growth (PTG) refers to the ability for some people to improve in functioning after a negative event.

Responding to adversity seems to mobilise some individuals, and they come away feeling stronger or with a deeper awareness of the value of life, or simply better able to handle things

COVID-19 has us re-evaluating what is important to us, taking time to reset and refocus on our goals. Brands which highlight positivity, growth and speak to core human truths have the potential to tap into a meaningful narrative.

There have been several positive shifts in perspective

COLLECTIVE SOLIDARITY

The virus is an invisible thread that connects every individual – it’s a formidable common enemy. Successful eradication requires compliance and social responsibility from all citizens. The Aussie notion of ‘mateship’ is resurging as “we are all in this together”.

SOCIAL STATUS IS SUPERFLUOUS

Spark Foundry’s Michelle Miroforidis notes younger generations are sharing images of what they now deem as precious items - tea, wine and books - to continue to outwardly reflect their identity.

We are also putting ‘personal branding’ aside, instead using social media as a tool of communication to genuinely connect with our peers.

Source: EY

HEIGHTENED HEALTH AWARENESS

COVID-19 is forcing people to take their health more seriously. Self-care has become a higher priority as people are trying to strengthen their immune systems: exercising more, taking new vitamins, and are more proactive in striving for mental health and positivity.

Source: McKinsey, 2020

RE-EVALUATING OUR HEROES

Simply being in public now involves a level of risk. This new reality is inherently changing our attitudes to the worth of many now essential occupations, such as bus drivers, cleaners and supply chain workers.

We are reassessing what work is “key” and are granting those workers greater deserved dignity.

Campaigns that focus on positivity and happiness rather than empathy are cutting through

**BUDWEISER CHECKING IN, THAT’S WHASSUP**

Budweiser has brought back its iconic ‘Whassup’ ad as it looks to encourage people to check in on their friends during the Coronavirus lockdowns.

Source: Marketing Week

KFC UK & Ireland Marketing Director Hinchcliffe stated “research was conducted beforehand and found that people have “had enough empathy from advertising. There is a lot of beautiful work pulling on those deep universal truths around connection and belonging, but we knew we wanted to do something different and a bit more [grounded in] who we are.”

Source: Marketing Week

With borders closed and travel restricted, Tourism Australia is reminding Aussies about ‘staying connected with mates’ and reflecting on the positives that can ‘bring us closer than ever’. It harnesses national pride, and provides relief from the negatives of the pandemic.

Service brands are also playing with humour

While the new wave of Coronavirus-themed ads are mostly sticking to serious and uplifting approaches, a few are still finding room for a little humour. To wit: This spot from Hotels.com featuring Capt. Obvious.

Source: Mercury News

In a new ad, Rossman, a German pharmacy chain, highlighted how modern shopping shares traits commonly associated with a night of clubbing (lines outside, a bouncer at the door, hiding your identity from others).

Source: QZ

The ABC’s released a new version of its ‘I Am Australian’ song created with a virtual choir of everyday Australians singing from their homes during isolation. It was a rallying cry for the country to remind us we’re all in it together and still connected, despite our physical disconnection.

Source: CMO

Summary of key insights

1.

Major paradigm shifts have permanently rattled the way we live and perceive the world.

There will not be a return to the old normal, and giving such false hope appears out of touch with reality. As a brand, how can you prepare or comfort consumers for the future?

2.

Growth occurs when people attempt to gain a better understanding of the self, the others, and the world.

How can organisations facilitate this greater understanding of the world and self?

3.

Positivity and humour help to build resilience.

It is time to start communicating in a positive tone to provide a sense of hope and resilience.

4.

Solidarity and mate-ship, health, and connection are newfound narratives for many people.

How are your brand values reflected in products, services, or experiences and how do they meet the changing values of consumers?

5.

Consumers strive for a more meaningful existence among this pandemic

Leaders who encourage a shared vision and togetherness are better able to unite people for a collective purpose. It instils optimism and confidence. How can brands evoke the same sense?

6.

Professional facades and hierarchical structures are being ebbed away as we turn to more ‘human’ moments.

Celebrate consumers real human moments to engender connection and togetherness.

Posie