The hard truth is that no one came out of 2020 unscathed, so marketers must take into account how the pandemic, social unrest, and uncertain political environment have changed their ideal customer profile. People in the US are having fear, worry, and difficulty sleeping, and are using more substances as a result. Companies should be sensitive to their customers' anxieties and offer support through tools, products, and messaging. They should also provide moments of escape and avoid overwhelm.
Animals react to anxiety differently than fear, and humans have the same tendency to try to avoid fear. People are stuck in lockdown, so it's hard for them to escape the source of their anxieties. Companies should focus on creating long-term security and helping to plan and build. They should also focus on providing micro-content, creating real moments of connection, and helping people feel comfortable when making decisions.
It's important for companies to create deeper empathy with their audience by considering the larger picture. Seeing customers as people with needs and feelings will help create an emotional connection that isn't manipulative. Offering support and understanding is the best way to make their lives and jobs better.
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