Socially adaptive marketing and socially ingenuine branding as the anti-detrimental channels to fight COVID related corporate anxiety
Social gathering above six banned in England. What’s the future for healthcare in the COVID-19 era? COVID-19 is a tornado with a long tail. EU unemployment crisis: bloc bit by panic as job losses soar. These are just a few headlines that spread the panic mode with every click or a scroll down the news page. More than 15 million of European are now without jobs with more and more of us dying every second of every day… this is not a reflective poem or an intro of a science – fiction novel … this is real and this is the face of commercial global empire of 21st century. The truth is painted in dark grey, black and white, the pandemic disease is rapidly absorbing more victims than ever for the sake of its bad publicity. The social depression is spreading faster than COVID-19 itself whereas anxiety amongst individuals and organizational bodies continue to rise.
Is there any magic pill to heal social and corporate devastation caused by this pandemic infection?
The good old methods of meditation, yoga, shinrin-yoku and mindful breathing are definitely the remedies for individuals suffering from depression and anxiety but is there any corporate equivalent?
Perfect corporate growth rooted in quality and value can only be achieved when competition is equal on the level of pricing strategies and offerings to the marketplace. This means that there are should be no price wars that have every power to damage the opponent, on the contrary, competition is based on added value and quality associated with products and services.
Small and medium companies, organizations, corporations and self-employed all similarly experience the impact of COVID which are the correlated insecurity and panic behaviors that resulted in many furlough cases, obligatory leaves or closures of business operations which in the UK solely forced almost one quarter of all businesses temporarily pausing trading with the highest share of business closures noted in arts, entertainment, recreation sectors as over 82 % according to StatistaStatista.
Anxiety as its understanding from a purely psychological perspective is the body’s natural response to stress, a feeling of fear or apprehension about the future unknown that causes nervousness and in more severe cases social phobias, separation disorders, and panic modes. Anxiety is a mental state, not an illness; it is a state of experiencing the current situation that is perhaps too overanalyzed from the perspective of every possible scenario that might happen with the greatest impact on the negative outcome. This condition affects a person thinking, feeling, and behaving processes at any point in time and can be triggered by any sort of events during our lifetime. This common as around 40% Brits and 18% Americans suffer from this condition is not only an individual impairment.
What does it mean?
Corporate anxiety caused by overall market uncertainty and decreasing sources of revenues, diminishing supplier base, and fading away order books unfortunately exist and currently, there is an urgent call for a clinical/business trials or a magic placebo pill that would lift the mental and commercial state of businesses suffering from COVID anxiety |
Looking through the prism of social interactions and adaptability so clearly expressed in marketing and branding cultivated across social media channels such as Instagram or youtube it is more than obvious that Gen-Z flexibleness and ingenuity are unique antidote to tackle the dark cloud of depression and anxiety. How?
Gen-Z Instagram stars or youtube celebrities have something in common, they outdo many famous and long-established heritage brands by actively reacting to live comments, posts and news by engaging with that Jane, Mark, Anne, David and Sophie and instantly connecting without even acknowledging the barrier of a different language or a border. How is this possible?
Humans are not only social animals {Aristotle} and homo sapiens {Carolus Linnaeus, 1758} – we are very visual beings meaning that only 13 milliseconds is needed for the brain to process an image that an eye sees whereas, on more emotional perception, studies proved that it takes between one-fifth to three seconds to like and fall in love with somebody.
How does this relate to the commercial environment, COVID, and anxiety?
Some say that love is a mystery, but the attraction is a science, if in personal circumstances it only takes a few seconds to feel connections with somebody, does the same may apply to corporate presence?
Definitely, YES.
A high-quality visual presence that instantly and almost silently with a partly hidden and intriguing story communicates messages using the lingua of the internet that mimics a body language in the digital environment, has every chance to succeed in forming strong and engaging connections with the right audiences. How to do it … is another story….
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