1
ABOUT THE #GLOBALHUMANRESEARCH PROJECT At the peak of the Covid-19 crisis, we embarked the #globalhumanresearch project, with a strong desire to understand how the lives of different people from all over the world has changed in the new reality forced upon them. Our core belief is that understanding these changes and these patterns is a key to being able to design new services and new products through innovative operating models – in the public, business, and social arenas.
Our intensive co-creation journey was joined by 35 researchers from 22 countries. Throughout the crisis, they interviewed, observed and documented men and women, adults and young people, unemployed and self-employed, in urban and in rural ecosystems. Through this exploration, they have built the knowledge infrastructure for the delicate human map that has been unfolded before you.
You will find here an analysis of motives and attitudes, counter-reactions and group activities, along with diverse creative solutions that people and communities have created to shape a better reality, during the crisis and while thinking about the day after.
This map weaved a rich fabric of insights, of behaviors, and of opportunity areas, but most of all, of “brain food”.
The research does not cover every topic in depth and does not presume to predict the future. Its purpose is to help you prepare better for the new future and to discover new opportunities and new paths.
We hope that the insights before you, will ignite your curiosity and inspire you with new
thoughts about the way we, as individuals, as organizations and as tribes, need conduct our dialogue with customers, employees and with our partners in life, to design a better, healthier future.
The #GLOBALHUMANRESEARCH Project team
2
INDEX The Need To Communicate The “Apocalyptic Uncertainty� Families Larger Than Their Homes Renewing Old Connections
5 6 7 7
Lost Islands Losing Human Contact Unstructured Days Fish Out of Their Ponds COVID-Dating
7 8 8 9 9
Family Rediscovered Family Ties Education Re(e)valued
10 10 11
Weaving Life & Work Recalibrating the Toolbox Bigger Gaps Between Colleagues The Unstructured Framework Chaos Personal vs. Professional at Home Overdue Digital Transformation
11 12 12 13 14 14
Home Sweet Home (?) Multifunctional Home Control Over Working Space Doing It by Myself
14 15 16 16
Generational Gap Digital Mingle A Bigger Gap The Need to Reintegrate
17 17 18 18
Digital Interaction Simplicity Chatsapp Tech for Love
18 18 19
Overwhelming Virtual Services Stay Busy, Stay Happy Virtual Tribe Club Virtual Saturation
19 20 20 20
Mental Overload Zoom Intoxication Monotonous Communication Juggling Homeschooling Detoxing on Social Media
21 22 22 23 24
Social Essential Food Social and Traditional Food Comeback
24 25 3
Time to Explore Alternative and Customized Diets
25
Rituals and Habits Regaining Control Over Life by Redesigning Schedules Keeping Seniors’ Role in the Family Meaningful Every Moment Counts Endless Happy Hour
26 26 26 27 27
Re-Designing My Social Interactions New Opportunities to Get Closer (and more distant) Back to Neighbour Watching Co-Workers in My Dining Room
27 28 28 29
Redefined Public Spaces Wellbeing in the City Interest in the Environment
29 30 30
Shared Trouble - New Initiatives Collective Wellbeing Must Get Along The Ripple Effect of Doing Good Social Sensitivity
30 31 32 32 32
Evolution of Tribes Enhancing Fitness for Kids The New Old Gamers Digital Athletes Low Profile Participants
33 34 34 35 36
Rerouting Money Redirecting Investments and Slowing the Speed New Expenses Control
36 37 37
Smart Shopping Small and Local is the “New Black” Community Economics Support for Local Produce Because “I’m Worth It” Perceptions of Luxury Have Expanded and Re-evaluated
38 38 38 39 39 40
No Safety Net Survival of the Fittest Lost and Reinventing Uncovered and Unassisted
40 40 41 41
Information Ambiguity & Mistrust Health Anxiety Government (un)Reliability Fast Press
41 42 42 43
Health Services Medical Autonomy Healthcare Disengagement
43 44 44 4
Seniors Digitized Mental Needs on the Rise Creative Medical Staff
45 45 45
Clean is the New White A Higher, Cleaner Standard Re-learning How to Clean Cleanliness Ethics
45 46 46 47
Socially Stressed Changing Rules in Public Spaces Relieving Ways The Demand for Protection
47 48 49 49
Body & Soul A Holistic Approach to Body & Mind My Self-Awareness Signals
50 51 52
A Better Version of Me Pursuing My Passions Time to Grow Time to Learn Again
53 53 53 53
5
The Need To Communicate In the first weeks of the pandemic, everyone was hyper-connected with friends and family. It answered the emotional need to connect immediately, driven by the new uncertainty and by the need to share and create emotional anchors. With time, when it became all more routine, the more frequent connection rate continued mainly within the closer circle of family and friends. Most other interactions went back to being more evenly regulated and even pre-planned. It is likely that within the closer circle of family and friends, the more frequent rate of communication will continue as a habit past the pandemic.
Related topics: lost islands, family rediscovered, weaving life & work, generational gap, digital interaction simplicity, overwhelming virtual services, mental overload, re-designing my social interactions, shared trouble - new initiatives, evolution of tribes, information ambiguity and mistrust, socially stressed
The “Apocalyptic Uncertainty” The term “uncertainty” was redefined. When people spoke of uncertainty, they spoke mainly of the ambiguous and long, time estimates given by the authorities for COVID-19, and also to the risk assessments (“how deadly is it?”). The predictions shared by the media and the authorities were catastrophic to almost every aspect of life. It was integral to people’s need to get support, to share, and to be connected and informed, either through P2P tools or through media and social media. ●
"Every moment counts" became the unspoken mindset within family connections, especially with the elderly family members, driving very close emotional interactions; and motivating seniors to become more digital, and making younger family members more creative in helping them get there. Example: A young man in Israel connected his grandmother to Zoom, by only lighting up her TV set, and also wrote a guide for others to do the same.
● ●
Supply and demand: more people had the drive to connect to each other at the same time, and many people were more receptive to being approached by other people. Some people created "contact lists" for every day. From color coding important calls in the calendar, to creating a list of old friends to call. It became a part of the daily routine, in order to create both a sense of connectivity and a sense of control and engagement.
6
Families Larger Than Their Homes As families couldn't escape one another (locked inside together), they experienced daily ‘frictions’ amongst themselves. They had to solve newly arising problems with no external support or advice, like family, psychologists, etc. For some, this will create stronger family bonds, but for others, this could be a major family crisis. Example: There is a new way to entertain all members of Maria’s family that involves everyone because there is the need to have fun together and get benefit from what is around at home to use. So they expect to have fun, connect to each other and exercice at the same time.(Spain,38)
Renewing Old Connections ●
● ●
The shared catastrophe, locally and globally, drove many people to reach out to those they haven’t spoken to for a long time. It felt easier than normally, and with more of a purpose. The daily concerns became very similar “I know your mother is in a nursing home. Is everything okay with her?”. Reconnecting with people from the past imbued them with nostalgia, allowing them to reconnect to "better times" and recall and focus on positive memories. New people, good news. The confined environment devolved into “too much sharing” of the same complaints, arguments, and opinions amongst one another. It was a prime driver for people to connect with others with whom they haven’t spoken with for a long time, and to be more open to being introduced to new people. The conversation was lighter, more refreshing and somehow felt more optimistic.
7
Lost Islands Loneliness was exacerbated by physical confinement, especially of certain personality types and the loss of previous daily routines. The sense of loneliness increased, mainly due to the uncertainty about when the crisis would end --- either driving people out of their comfort zone in their new daily routines, or into loneliness and anxiety, where there was little or no external interaction with family, neighbours and/or close community. Related topics: the need to communicate, weaving life & family, generational gap, digital interaction simplicity, overwhelming virtual services, mental overload, social essential food, rituals and habits, redesigning my social interactions, evolution of tribes, socially stressed, body & soul, a better version of me
Losing Human Contact ●
●
People (mostly the elderly) live alone and have lost connection with their local community, which occurred primarily through daily, personal contact. This resulted in loss of news, updates about events, community issues, etc. In some cases, the social circles widened through online connections, yet the physical isolation didn't change. In the early days of the pandemic, people even refrained from having eye contact, embarrassed by the new “outfits” of masks and gloves. It disappeared shortly, but some people were left feeling alienated. Example: “Angi is feeling that she is ‘going crazy’ because she has no roommates or co-habitators, so loneliness might affect her more than financial problems” (Portugal, 65)
● In many neighbourhoods and in strong communities, local and social initiatives helped overcome the feelings of loneliness, promoting the feeling of being part of a community.
The “background noise” of WhatsApp groups and various community interactions are giving people the feeling of being part of an ‘event’, even if they weren’t very active. They can react when they want, but they are in control of what is happening.
8
Unstructured Days ●
●
Many sIngle, independent or unemployed people became more stressed and lonely, feeling they are losing control over their life. People easily sank into distractions and even boredom, not having some kind of daily routine, forcing them to create anchors; and driving them to increase online shopping, to sleep more or at unusual times, and to higher alcohol consumption, as a way to pass time. Another reaction to the new, unplanned and unused time was creating new anchors, like making frequent local shopping trips than necessary, taking longer walks with the dog and basically stretching the “must do” daily activities.
Fish Out of Their Ponds ●
●
● ●
Workaholic’s social interactions occurred normally during their working life. They have now become more isolated, and even more so, if they aren’t working during the crisis. Student’s social norms have collapsed, making studying difficult. Many students were forced to return home to live with their parents. For some it was a great, pampered experience, renewing relationships; but for some it created a sense of dependence. Many people got "stuck" in foreign countries, with few social circles and limited language skills, and sometimes with residency and financial issues. Roommates with whom they had a very superficial relationship, and only on an “as needed” basis, were forced to redesign their new, 24/7 relationship.
In cases of people who suffer from social isolation, external interventions, like designating tasks or just asking for advice, created an occurrence to which they could react to, and anchors in their days they were looking forward to.
COVID-Dating ●
Dating didn’t stop, it just changed how it happened. With video calls, people had more time to listen, to examine their dates in many situations. The “dating scene” became more relaxed and open from the intense “Tinder Like” interactions. “social distancing and I still want to date - meet new people and maintain some form of "normal'. Also afraid of the virus. "It was AIDS and now it is the fucking COVID-19 - just when we thought it was safe"” (USA, 45) Example: In many cases, the next stage was practicing social distancing together in “authorized public places” from street benches, to walking outdoors or even in the grocery store or pharmacy (Finland, 53)
●
Couples who couldn’t meet in person, changed the focus of their relationship from physical to emotional. They put a lot more energy into creative, personal gestures towards one another, which created a stronger bond. They discovered it made their relationship stronger. Example: couples started sending songs, poetry, baking and making and writing cards to each other. (USA, 27)
9
Family Rediscovered As parents and children spend more time together, they get reacquainted. It led them to a deeper understanding of each other's needs; and to reflect on their own parenting, their children's habits, the way they spend time together, and their attitudes toward education and the educational system. Although they are eager to return to normal routines, their experiences during the lockdown may have a long-term impact on their relationships, priorities and involvement.
Related topics: the need to communicate, weaving life & family, generational gap, digital interaction simplicity, overwhelming virtual services, mental overload, social essential food, rituals and habits, redefined public spaces, re-designing my social interactions, evolution of tribes, rerouting money, smartshopping, no safety net, information ambiguity and mistrust, health services, clean is the new white, socially stressed, body & soul, a better version of me
Family Ties ●
Families with children find great value in entertaining activities that involve, interest, and satisfy all of the members of the family of every age. Example: Parents use their kids as weights when exercising in order to combine their need for exercise and their children’s need for their attention and play. (Brazil, 40)
●
As parents had to work from home, they found ways of involving their children in their work tasks. “I start teaching online next week and I have to check how the chores can be done with what the students have available at home. So I made a workshop for my kits to test it out” (Israel, 40)
●
Parents find a growing value in outdoor activities as it allows for an environment where they and their children are free from the need to be “on guard”. Example: families going on nature camping trips as a refugee from lockdown & proximity of other people. (South Korea, 38)
10
Education Re(e)valued ●
Parents have the opportunity to assess and form an opinion about “the educational system” and its methods, because learning materials have become fully accessible and visible for the first time, while parents became “the teachers” at home. This implies parents’ future greater involvement in and critique of how their children are being educated. This might lead parents to investigate and experiment with various options and solutions for educating their children between traditional methods to “unschooling”. “We suddenly see more of what happens in the kindergarten that sends us a video of a meeting designed to be done at a distance, so it becomes more tangible and there are more insights into what the environment is in which we send the children” (Israel, 38)
●
●
Within children’s new educational and learning routines, the teacher’s prominence perhaps lessens, and the parent’s involvement and influence increases. Thus, leaving parents in need of new tools to help their children adhere to new routines, and assist in learning techniques and homework. Parents and children, being in closer proximity and getting better acquainted has led to a “loosing of the rules”, and trusting their children’s choices and relying less on predetermined rules. Example: children are allowed to play in places they weren’t allowed before (like the living room) and leave their "playground" for days. (Argentina, 37)
●
●
Parents show a growing awareness of how imagination is creating a sense of freedom for their children. They use online tutorials/guides as "starters" to an offline activity that stimulates their children to imagine, allowing them to "travel" with their mind. The restrictions on "screen time" has shifted due to the multitude of online prompts that can stimulate “offline” activities, and therefore online is viewed as complementary vs. contradictory.
Parent’s intense and detailed exposure to the educational system, it’s methods and tools observed/experienced through the crisis is expected to increase the level of parent’s involvement post-crisis. Not everyone will be in the PTA, but they will be able to critique the current methods, and become more knowledgeable about what’s more effective and will expect a much wider array of options available to them.
11
Weaving Life & Work For most employees, the transition to working from home has uncomfortably mixed professional and personal environments, triggering overlaps and collisions. It surfaced employee and employer awareness and opportunities for new, hybrid working models, which will probably change the way most people work, in terms of time and physical space. It will likely redefine relationships in the workplace. Related topics: the need to communicate, lost islands, family rediscovered, generational gap, digital interaction simplicity, overwhelming virtual services, mental overload, rituals and habits, re-designing my social interactions, no safety net, socially stressed, body & soul, a better version of me
Recalibrating the Toolbox ●
In the “new normal”, people were expected to perform the same as before. Employers did not take into account the need to learn new processes and tools (digital tools, remote working), and the need to develop new behaviors and communications skills to maintain typical standards. This caused gaps in expectations between employees, their colleagues and employer, resulting in frustration and stress. “If you were already a workaholic when you worked outside the home, now you are much more because you believe that you are in control of everything so you expect that you can do everything in one day or you can learn new things in a week” (Peru, 31)
●
In some cases, people (like teachers), had to acquire new digital capabilities and selfmanagement skills, all while helping and instructing others to do the same. Many of them felt they were left to “their own devices” while losing their confidence in their ability to perform. Some of them divided their classes into smaller groups in order to regain control over the “new classroom”, but with the cost of spending at least double the time in doing their job.
12
Bigger Gaps Between Colleagues ●
●
●
Parents working from home have no free time and are under pressure to keep up the same pace with colleagues, who have no children and have extra and more time to focus on work. The pressure to perform is compounded for fear of losing their job in a time of financial crisis. Working parents found they had to become “hyper multi-taskers” as they have had to learn how to combine work and the care/education of children. It created a need for new routines and “caring shifts” at home. On the other hand, people who don’t have children and also out of their normal routines, have less distractions, and have more time to work, if they so choose. Parents working from home will exhaust themselves in the long run. They feel they are “doing a bad job” without any sense of satisfaction. This emphasizes the importance of how employers can recognize the unique difficulties of their employees, understand and show support, and appreciation.
The Unstructured Framework Chaos ●
● ● ●
●
Working from home requires employees to be more disciplined. They have to keep their normal working schedules, complete tasks and reporting, and all while maintaining their new home and family routines. When work from home was undisciplined or disorganized, many workers felt their life was out of control, both in their professional and family life. In some cases, employees are struggling to create their own daily schedules for the first time as they were used to an “office” routine. The illusion there was more spare time created expectations from colleagues there was a boundless accessibility. This caused work overload and damaged routines even for people who were used to working from home. Time management had become a “must-have” for working parents with children. example: putting a physical board in the middle of the living room with mom's schedules and what can be expected of her at any moment (USA)
●
With the new “work from home” conditions, people don’t feel the constant management oversight. It made them feel more independent and less micro-managed as long as their boss didn’t try to over control them “virtually”.
When returning to “the new normal routine”, not all organizations will keep working remotely. Organizations which want to ensure their viability for the long-term and without fear of disruption, will have to adapt their business model, their operations and their employees’ skill set.
13
Personal vs. Professional at Home ●
People who stopped working or were working less due to the pandemic, spent more time with their loved ones than before, and now appreciate and value this time greatly. Example: “I am now very aware of my lack of being present at home with my partner after work - neither of us are present after stressful days of work. It really opened our eyes to our lack of being present at home every day... We will not go back”. (USA, 42)
●
●
For parents with children now home all the time, it presented a conflict between being a good parent (enjoying the time with them, getting to know them) and the need to make a living and to prove themselves at work. They are finding themselves exhausted. People who were not used to working from home were exposed to new options for working, in terms of time and place(not spending time commuting to work and in long meetings; working better in the evening). Example: Alberto changed his sleeping and working hours and found out that the normal routine is not working well for him. (Colombia, 38)
Overdue Digital Transformation ●
●
Organizations, which until now never felt the need or pressure to transform digitally, found working remotely forced the need to develop new methods for delivering its products and services. Professionals that relied on face-to-face interaction (e.g. therapists, teachers) had to create new solutions.in order to continue servicing their customers/clients, and to remain a viable business. Many of them found the new constraints created new ways of thinking and working, with surprising benefits.
14
Home Sweet Home (?) Lockdown required people to retreat into their home space, a structure and environment. This “new normal” with their other “co-inhabitants” reshaped the way people worked, spent their leisure time with their family/cohabiters, and how they rested and rejuvenated. The shared “confinement” highlighted the importance of the “home space” as either a nurturer or a barrier to personal relationships between household members. Related topics: lost islands, family rediscovered, weaving life & family, rituals and habits, redefined public spaces, re-designing my social interactions, body & soul, a better version of me
Multifunctional Home ●
There is a heightened need for the home to be multi-functional, so it can adapt and be repurposed to the various new activities everyone has to accomplish at the same time and in the same space. Example: transforming the kitchen to the home office by adding a little kids fence in the door and a desk for the computer. (Chile, 34)
●
●
A growing awareness of the home as a place that needs to enable and support and nurture relationships between the members of the household. The space has to allow family members to convene for shared quality time together; and equally to allow them to find their own private space within it. When this equilibrium cannot be achieved, it triggers internal conflict. There is a new appreciation of the extended home areas (e.g. gardens, patios, terraces, windows, balconies, rooftops) and they are more valued, since they create an added space for socializing and allow a sense of freedom when people are prevented from going where they like. Example behavior: walking 1 hour every day touring all the rooms of his 60m2 flat (Spain,71)
●
People who perceive the crisis as a pervasive event and are uncertain about when it will end, tend to change, adapt and equip their homes into a place that serves all of their daily needs, as a means of regaining control of their lives, routines and habits. “Everything I will do from now on will be in the light of the Corona - how do I build my own fortress? If it wasn't the Corona it would be something else” (Israel, 59)
15
Control Over Working Space ●
As home became the new work environment, it generated a need for working spaces that could help maintain proper habits, and yet also be changeable, depending on requirements. Example: switching from room to room between meetings in order to create a feeling of differentiation between them. (Argentina, 32)
●
People created a permanent working space (re-dedicating/transforming a room) at home as opposed to any temporary space they might have had before. People dedicated a space and better equipped it, because now this was their new and more permanent workspace. Additionally, their workspace was being “seen” by all their colleagues and clients. *working space = home office, workshop, studio.
Doing It by Myself ●
●
People are testing their DIY abilities, either using their free time for home improvements, or being forced to fix things on their own, not wanting professional “strangers” entering their home. They experimented, creating the things they need or miss at home such as playgrounds, gyms, beaches, vegetable gardens, etc. Example behavior: making a punching bag with cricket knee pads, some duct tape and other scrap material around the house (United Arab Emirates, 19)
16
Generational Gap The rapid growth in moving normal socializing and interacting to virtual and digital spaces, highlights the generational gap in digital literacy. Digital natives and immigrants either assist and support, or generally exclude the non-tech savvy in routine business and financial interactions, or for shopping, and communicating in non-physical environments. In some cases, the less tech savvy and older generations, who by necessity are discovering the online environment, find it a surprisingly positive experience. Related topics: the need to communicate, lost islands, family rediscovered, digital interaction simplicity, re-designing my social interactions, evolution of tribes, health services, a better version of me
Digital Mingle Family and friends across generations are coming closer together when physical distancing makes daily social interactions and “to do� lists impossible (banking, shopping, visiting, or even gossiping). Digital literacy becomes an asset, shared between generations and space to get together and exchange family moments or new experiences. Example: Economics & Community The younger generation in the family is mediating the digital world to the older generation. A farmer's son helped his father sell the agricultural produce privately by posting on social networks. A daughter explained to her mother how to hold the phone correctly for the best visual during a video call because there are fewer ways for the old generation to do it alone and it has become an economic or mental existential need. (Israel, 29)
A segment of the non-tech savvy were forced to embrace digital tools, and the tools having proved valuable and more routinely used, may be readily adopted. It may become easier for businesses and organizations to successfully promote digital channels with this new segment as the resistance may have been lessened and barriers to using them lowered.
17
A Bigger Gap Under isolation and lockdown, several normally social rituals are difficult to perform. Tech-savvy and digital natives can easily shift to new rituals and channels, but those who cannot make this shift, have a hard time adapting. New channels for socializing attract large groups of people into virtual parties and concerts, while old-style “get-togethers” aren’t possible, leaving the older, less-digital generations with a gap in their social life. Some do it by using increasingly ‘old school’ tools - their phones, and some seek support from friends and neighbors to help them with new digital/online tools, mostly to continue socializing with many at once. Example: A big change is that Nisim and his wife cannot entertain as before. Hosting dinners\lunches with a lot of people (+the time for shopping and preparations) was an important element of their time before the Corona and this is now avoided and now not required. (Israel, 71)
The Need to Reintegrate Before the pandemic, employees and managers that relied solely on physical tools to interact because they worked in the same physical space or because they were less tech savvy, now find themselves trying to work remotely and relying on tools with which they aren’t familiar. This puts them at a distinct disadvantage in being able to work seamlessly with others that are more digitally savvy. This creates a divide and frustration, likely on both sides; but more so for those who can’t adapt, making them feel less useful and necessary.
Digital Interaction Simplicity For the non-tech savvy and elderly, simple digital tools which are more intuitive create an open and inclusive channel for conversations and discussions to happen. This is the “new cafe or bar” where families, groups of friends, co-workers can continue relationship-building and bonding, using simple tools to overcome physical proximity limitations. The daily needed communication tools are prioritized to maintain connections, even when they are not the optimal ones. Related topics: the need to communicate, lost islands, weaving life & family, generational gap, overwhelming virtual services, mental overload, re-designing my social interactions, evolution of tribes, body & soul, a better version of me
Chatsapp The less digitally literate should have less of a problem when they can choose the right tools, like WhatsApp. Information that is perceived as relevant, important or urgent motivates non-digital people 18
to find ways to enter the conversation using digital tools. However, in many cases, digital illiteracy can also be used as a facade to hide behind, in order to avoid friction and divisions amongst normally aligned family, friends and colleagues. Example : Informed adults and social media users are using WhatsApp group chats to share fake news or their political stance amongst their friends and family, generating discussion, friction and segregation because now everybody needs to state their opinion, defend it and prove they are covidinformed, using virtual channels and so, they expect to have a way to block this fake news or political messages without the sender knowing it to avoid personal conflicts (Mexico, 37)
Tech for Love Learning new technologies to maintain a better connection with family and friends has become a necessity. Less digitally savvy people tend to choose tools, either with which they are familiar, ones that are used by those close to them, or ones they only need to operate minimally (e.g. one click to respond). Easy and more intuitive user interfaces, voice commands and single-button clicks help users to overcome barriers to adapting and using technology. When tools are simple, intuitive and easy to use, it would be more natural to use these tools to connect for the less digitally savvy and the elderly.
19
Overwhelming Virtual Services There is a rapid alignment of needs with solutions in the form of digital/online products and services, to help people adapt to their new circumstances, limitations and/or guidelines. New customer needs and expectations require companies to adopt specific, new features in the course of ordinary, daily activities (grocery shopping, banking, education, health, etc). Related topics: the need to communicate, lost islands, mental overload, social essential food, rituals and habits, re-designing my social interactions, evolution of tribes, smartshopping, information ambiguity and mistrust, socially stressed, body & soul, a better version of me
Stay Busy, Stay Happy Finding ways to reinvent the routine and manage the new free time has become a priority for many people, who are not used to being confined to one space for long periods of time, or who have crazy schedules. Cyberspace offers a way to mentally escape lockdown and use time in a way that simulates past routines. Going to virtual events, attending virtual cafĂŠs, virtual exhibitions and virtual concerts, helps people to be accessible, and use their virtual presence toward keeping some mental health and balance. Example : Learning interest, I have observed that people use hyper learning to create interest and sense of doing in the new situation and at the same time save money through accessible and free courses. Even though they are usually practiced in inventing what to do they still need a commitment to someone to propel themselves into action. (Israel, 39)
Virtual Tribe Club Socializing online seems no longer an optional activity, but now is a necessary activity during lockdown. Finding the virtual places and communities, where to spend time and socialize with people who share your same interests and provide an identifiable connection becomes a social necessity. Our regular gym, bar, restaurant and sports venues will be closed for some time, and our friends will be meeting and exchanging online rather than offline. Example: I have observed that Santiago likes to play streaming creative stop because it is a way to keep in touch with those colleagues that share a similar "intellectual level" with him, so he expects to have fun while he continues training his mind. (Colombia, 26)
20
Virtual Saturation Adapting to the new virtual spaces and platforms online can be a struggle, depending on the level of digital literacy for people and the pace of digital transformation at organizations. Different spaces and multiple platforms offer too many options, and each interaction may require different spaces and resources. Testing new technologies and trying to curate your virtual kit, while dealing with work and daily life might be a great opportunity to get updated, but also a hassle. Example: Young working adults are working more than before and are feeling really consumed, tired and stressed with this new online world, because many of their clients are baby boomers and don't know how to handle virtual tools in their daily work. Clients aren't aware of the online short engagement/attention span and don't respect the private/personal time, and so young, working adults expect to have a way to educate these clients in a polite way to make them understand the onlinevirtual-home office rules. (Mexico, 37) Example: cinemas broadcasting films that create a limited number of participants even though online streaming has no real limit. (Israel, 40)
Digital platforms and environments that offer preset functions for simple tasks, like “one stop shopping�, or easy and direct communication with customer support, have a greater competitive advantage. Long navigation and too many stages to complete any task create barriers in the personal transformation to digital.
21
Mental Overload After a highly intense wave of digital and video communication, many people became exhausted and mentally overloaded. They even felt infringed upon by the busy, noisy digital environment. They created all kinds of new rules and distractions to normalize their interactions, and to regain control of their environment and their communications with others. Related topics: the need to communicate, lost islands, family rediscovered, weaving life & family, generational gap, digital interaction simplicity, overwhelming virtual services, rituals and habits, redesigning my social interactions, no safety net, information ambiguity and mistrust, health services, socially stressed, body & soul, a better version of me
Zoom Intoxication ●
●
It was “cool” at the beginning, and then became the standard way to communicate and to work through. Yet many people didn’t feel comfortable with Zoom, anywhere (PC, phone) and anytime. Video conferences made people over-accessible and created a feeling that the day is a one long video call. “Like living with an constantly open window” (Canada)
●
Frequently, video calls become more and more intrusive, so people limit their use to specific needs (work) or for interaction only with the closest circles as much as possible and going back to using phones as much as they can. “On the same day that the government said that some of us are going back to work, the number of Zoom calls dropped, and every one went back to talk on the phone. It was like breaking a spell…” (35, Israel)
Even in today’s very “visual world”, people of all ages wish to control privacy and to manage the exposure of their personal lives and environment to the outside world indiscriminately.
22
Monotonous Communication ●
●
●
●
Social media, news and video communication transformed into a monotonous, ongoing environment. No real news, too much fake news, continuous complaints about personal limitations of “the situation” and other “noise” made people somewhat numb, increasing the sense of isolation in the only existing channel “where things happen” - the digital space. For some people, video calls became artificial. It has lost, in many cases, their human, intimate appeal. They were forced by their need to interact and to stay connected, more so than their need to manage their personal relationships through it. On the other hand, live, online activities enhance the feeling of being part of a real-life event. People are used to moving, changing communications channels and physical environments while working or interacting. Video communication created an ongoing static environment with no variety. Spontaneous interactions were almost lost through the ongoing video connections. Some people looked for different, creative ways to surprise themselves and others.
The introduction of online activities via conventional media like TV and radio gave people new access and even exposed them to valuable online activities, such as guided workouts and other recreational activities, where the two different types of media interconnected.
Juggling Homeschooling ●
●
● ●
Homeschooling quickly became a burden for many parents. At first, young parents were excited about being "forced" to become more involved in tutoring their children, yet, their approach quickly changed. Online education systems were not tried and proven, so it became an even heavier burden on parents. The teacher’s/school boards’ directions didn't work well, so parents, in many cases, had to become active participants in classes, keeping their children disciplined and focused. Several children are learning at the same time, competing for resources: attention, PCs, bandwidth, physical space, etc. Syncing and scheduling all activities became a hectic task. Mixing that with working from home, caring for others etc., wore people out.
23
Detoxing on Social Media ●
People limit their exposure to news and to social media because they do not want to become mentally and emotionally overloaded. “Millennials wish to maintain a healthy balance of information input that does not threaten their well-being” (Peru)
●
People look for recurring physical activities to keep them off social media, which is overwhelming them, magnifying the negative situation and just noisy.
24
Social Essential Food Food plays an important role when people are enduring extreme hardships. New patterns are emerging in the buying, storing, preparation, sharing and consumption of food, alongside changes in the production, distribution, delivery of organic and commercial food in the service and hospitality industry. Changes to normal diets during the crisis, and the use of food as a disease prevention method open opportunities for this industry. Related topics: lost islands, family rediscovered, weaving life & family, overwhelming virtual services, mental overload, social essential food, rituals and habits, smartshopping, no safety net
Social and Traditional Food Comeback The boom of delivery services in recent years has supported easy access and no scarcity. Food is probably the most universally experienced of all topics, and therefore becomes essential and the central to this report. The increased and diversified consumption of products has driven people to cook more, create new ways of storing, consuming and sharing meals. Millennials are excited about learning and discovering basic skills from previous generations with regards to preparation, preservation, and production of food, recipes and meals. Example: Less frequent and larger shopping lists with lots of “treats” alongside healthy foods have become more common. Stockpiling staple products for the pantry has become normal. Mary & Nacho have a family with 3 teenagers, both adults work --- one at home, the other has to go to the office. They are trying to get out less frequently and also to have "pleasurable provisions" available. (Spain, 52)
Time to Explore Alternative and Customized Diets ●
● ● ●
Alternative diets are being explored by new appreciators, looking for superfoods and natural remedies to boost the immune system and prevent diseases, lose or maintain weight, and prevent sedentary side effects. Example: Elena (a senior, divorced woman, living alone) has purchased a lot of fruits, especially kiwis and tangerines. She usually eats fruits and has the habit of having yogurt with kiwi for dinner, but now she has bought a lot more. She wants to keep her defenses (her immune system) high and she knows kiwis have a lot of VIT-C. (Spain, 52) In some places, neighbours started sharing homemade food, and even started to shop and to cook together daily, creating a new type of economic unit. Home preparations and food sharing also link to community relations and social initiatives like food banks and food donations to those in survival mode. Homemade and organic cooking are seen and shared as food luxury on social media, and a symbol of status in reference to time and abundance.
25
Rituals and Habits In the new chaos, our personal daily routines changed, blending not only with our household members' routines; but also needing to sync with colleagues, not closely seniors and many others. It has completely redefined our day and the way we manage it. Daily and weekly rituals, planning, and scheduling routines that were not that important previously, now created a new sense of order in the new world, where people lost a large portion of the control over their lives. Different drivers triggered the creation of new routines, like caring for others, stress management, and the need to keep physically active and keep children busy. Many of the new habits will stay with people after the crisis ends, or at least, they will make a real effort to keep the routines while going “back to normal” or the “new normal”. Related topics: the need to communicate, lost islands, family rediscovered, weaving life & family, generational gap, mental overload, social essential food, re-designing my social interactions, evolution of tribes, body & soul, a better version of me
Regaining Control Over Life by Redesigning Schedules ●
●
“It will take a very long time” is the most powerful behaviour changer, and a major driver to people’s need to readjust to a “new life”, and to create schedules for themselves and their household. That is fueled by the ambiguity of the timeframe of the crisis and authority’s dire messages about “months and even years” before getting back to normal. Taking back control through easy-to-achieve tasks and plans: Mainly, people created daily tasks and plans that were easy to achieve to regain control over one's life, in a world where habits and daily behaviors were now dictated and controlled by external forces. People scheduled very simple, effortless activities: coffee time together, Zoom parties, listening to favorite music, drinking (alcohol) together.
Keeping Seniors’ Role in the Family Meaningful ●
●
●
Increased communications and activities are a major way to feel valuable, so even when people are apart, they create joint activities, like virtually cooking together, crafting things together at pre-set times. Asking for someone's expertise or experience in these mutual activities empowered people --- mostly the elderly, making them feel more valued by having a useful and important role within their family. Something to look forward to Scheduling gave people something to look forward to, and something to discuss between activities Video calls were initially endlessly long, because everyone's normal routine was gone. With time, when days became more scheduled, calls became shorter and more functional.
26
Every Moment Counts ●
●
The ongoing uncertainty has created a sense of urgency in connecting with elderly parents, grandparents, and family members. The unspoken, underlying sense of risk, made it urgent to establish regular, more proactive communication. Pre scheduling so we won’t forget The need to care for elderly parents, directed some people to schedule calls at regular times, to make sure that they communicated frequently and that it was an expected communication . More than that, many children and grandchildren actually engaged the seniors by “micro” physical exercises, celebrating life events online etc. Example: Many seniors were used to being with their grandchildren at least once or twice a week and now, they are apart. Also, there is more of an intention to make every moment count and therefore, daily talks with seniors have become another ritual. They expect to hear from and see each other everyday to have the feeling of being close by and continue to bond. (Spain,38)
Endless Happy Hour ●
●
Social Increased alcohol consumption helped to ease tensions and promote the feeling of emotional wellbeing, but much of the increased consumption was also due to the new online social activities and changes to normal personal daily routines. Personal Rituals including alcohol were referred to as “my daily relaxation” and “me time”. Some people were also freed from the normal work week routines, so an “end-of-day” drink became an event, either alone or with others.
The need for new micro “me times” interspersed into the day are becoming prominent
27
Re-Designing My Social Interactions New approaches and ways to establish and rethink interpersonal relationships with close and nearby people, family and friends, but also with more remote/inaccessible people and further relations. The new situation changed people's availability and attitude towards relating to strangers, semi-strangers, and may change the level of connection with friends, family and co-workers. Related topics: the need to communicate, lost islands, family rediscovered, weaving life & family, generational gap, digital interaction simplicity, mental overload, rituals and habits, evolution of tribes, socially stressed
New Opportunities to Get Closer (and more distant) Many people are taking the opportunity to redesign their interaction with existing connections and make new ones. Relationships re-shape and find new ways to continue with increased frequency. Isolation creates a physical distance that helps people create a new proximity they want with those who are either too far or too close, or even with those who actually live with you. Communication norms and space sharing change. Example: Millennial singles, and particularly women, who have been put off by dating apps are returning to them with the pressure to meet in person "off the table". During quarantines, people are using dating apps as platforms to chat and make new social connections. A technology designed to engage users in real-world interactions is not relevant in times of quarantine and social distancing. Users are adapting their dating habits to "get to know" one another more extensively in an online context instead of physical meetings. It's also a form of entertainment. (USA, 36)
28
Back to Neighbour Watching Balcony, terrace, elevator, staircase and sidewalk conversations re-appear among those who normally ignore each other. The “common space” becomes more meaningful, as all other places become restricted. Intruding into personal spaces has become more frequent. Example: Physical encounters in this era of social distancing mean that individuals stay 2m apart, but that they also avoid eye contact, she speculates, to also avoid conversation. It's an extra level of social isolation. People maintaining physical distance also display social and emotional distance. Shoppers are afraid of interactions with others while in a pandemic. Self-protection, but at the cost of friendliness and community (United Kingdom, 35) Social agreements like the eight o’clock healthcare worker appreciation clapping or balcony concerts bring the opportunity for niche and tribe communication.
Co-Workers in My Dining Room Workspaces have been reconfigured in a way that if socializing at work was already an effort, it now becomes more of a challenge, amplifying people’s natural social tendencies, mostly for the shy or introverted. Formal interaction between co-workers in the physical space is difficult and uncomfortable. Moving to virtual spaces or video calls from home as a way to interact, sometimes eases socializing and helps to keep people safe and confident. Example: Millennial working from home refuses to open his online camera when working from home as he feels his home is his own turf and work is not allowed into his home. (Israel)
29
Redefined Public Spaces As people were confined to their home and its immediate surroundings, the public space in their neighbourhood became a much more valued space, redefining their sense of freedom. They became more aware of how fresh air, nature and the glimpse of animals, had a profound effect on their wellbeing. People in different parts found their access to nearby public spaces was either good or not great at all, and they are now more aware about how critical access is. Related topics: family rediscovered, rituals and habits, re-designing my social interactions, smartshopping, socially stressed, body & soul, a better version of me
Wellbeing in the City ●
Growing awareness of how much having available and accessible public space in close proximity to home is part of people’s own personal space. Example: fostering a public garden, fixing things in the building I live in. (Spain, 47, Israel,71)
●
● ●
As restrictions limited people only to their nearby public spaces, they started using them a lot more in their regular daily activities and for new activities during lockdown. This space became essential to their mental, emotional and physical wellbeing. There are new, growing habits of exploring and finding new paths and spaces close to home, discovering "something I didn't see before". The outdoor space becomes a safe place for physically distant social interaction, or just feeling like you’re out and seeing other people.
People became more sensitive to and critical of the public spaces and services that are supported by municipalities.
Interest in the Environment People started to become very attuned to nature (listening to birds, watching trees change, breathing fresh air) and this is driving a new level of appreciation of the natural world, and a more urgent and proactive approach to protecting the environment.
30
Shared Trouble - New Initiatives COVID, being a shared experience globally and in every community, initiated new kinds of relationships. It enabled better understanding and communication amongst people about the new shared situation, and initiated thinking about a common purpose in how we can better live together, help people in need and create support for the local economy. Many of these “Zeitgeist-led” behaviors are driving people to rethink and reassess their future goals and relationships. Related topics: the need to communicate, lost islands, re-designing my social interactions, evolution of tribes, smartshopping, no safety net, socially stressed, body & soul
Collective Wellbeing The term “collective” was redefined through two main lenses. The first one was the local community: my building, my neighborhood. The other one was the wider common society, the country, and its global goals. ●
The collective of local activism is the more practical and personal, with both “feet on the ground” (i.e. seeing a void and trying to fill it with close friends or neighbours). From promoting local businesses, organizing direct-from-farm selling opportunities, to concentrated purchasing of masks, hand sanitizers and other required equipment. Example “Caremongering” in Canada: new Facebook groups are growing to help those who are vulnerable. “Covid-19 coming together (Vancouver)” has shared an extra baby formula with members. (Canada, 35)
●
Many people voluntarily joined to support and promote a common, higher purpose, developing all kinds of software for the government, apps to monitor, predict or solve all kinds of challenges. Others developed tools, like breathing machines, or physical isolation props for persons with disabilities - all of those activities with no expectation of making money or reimbursement. Some just acted through specific social programs for weakened and at-risk populations like delivering food packages.
Concentrated buying of foods and other consumer goods has become more and more organized and managed within these usually more local communities. Creating a future model for direct purchase and supply.
Many communities have mapped people’s skills set (one’s not normally widely known), for quick and easy access of who to call on when needed and mutual common benefit Like skills from specific professions, and people who are connected in trade, people that are active in social organizations, and others. 31
Must Get Along ●
●
Some people found themselves living together with others, sharing space and having to interact with one another. Some share the need to care for their living space, either inside the home or around it - with roommates to neighbours. New tasks and responsibilities emerge, to care and maintain a decent state of the shared environment and also to save money. In some cases it will redefine longer-term maintenance relationships, replacing gardeners, cleaning people, security guards and others.
The Ripple Effect of Doing Good ●
●
Seeing other people initiating, organizing, helping and getting involved created a kind of ripple effect. Many people, who under normal circumstances, didn’t have an active role in their community, found a way they could act and contribute during the crisis. From just taking part in social activities, to initiating home visits for the at-risk and elderly in their neighbourhoods. It became a widespread and common behaviour that redefined the people’s personal comfort zone with contributing to society.
32
Social Sensitivity More than taking part in community-organized or government initiatives, people sought to help groups that were “left out” or not taken care of by the official bodies, like the homeless, foreign workers, or at-risk groups, like teenagers, school dropouts and others. These were usually people that were “in transition” between life events or personal situations, that were not covered by societal and community not-for-profit organizations. "Let's be the better version of ourselves at this moment... let's walk out of this crisis being who we want to be rather than constantly making the goals we had before" (Canada, 39)
33
Evolution of Tribes New forms of social groups emerged or were created, some fighting to keep the original structures, but also developing new capabilities, breaking old boundaries, growing in numbers of participants and creating new opportunities for both extroverted and introverted participants. Related topics: the need to communicate, weaving life & family, generational gap, digital interaction simplicity, re-designing my social interactions, body & soul, a better version of me
Enhancing Fitness for Kids ●
●
●
The challenge was to stay in shape, maintain and even improve physical fitness, so two main kinds of activities evolved: 1. Indoor fitness activities, through direct Zoom training, but more likely with online streamlined videos. 2. Evolution of new values focussed on areas which previously had received less attention due to time limitations: Nutrition, Mental and Emotional wellbeing. The actual time trying to encourage children takes longer sometimes than the activity itself ("homework"). So there is double the impact on time from engaging the children and also on parents’ free/work time. Trainers add external stimulus in the form of different “experts”, which are also more accessible and affordable. In many cases, parents were exposed as well, joining lectures, becoming more aware and supportive. “I saw my son so active, pulling his brother into join his physical fitness training, so I arranged for a training area at home, with some weights, mats and stuff” (England)
34
The New Old Gamers ● ● ●
Many active groups, especially for seniors, were left with a large void, looking for something that will replace their weekly rituals: bridge, chess and other recurring in-person social activity. The discovery of online games, enabled them to continue the routine, and even prolonged the activity, free of physical constraints. Both recreational guides and family members were recruited to assist the seniors to “transform” into digital gamers, many creative solutions evolved, from login videos to WhatsApp online tech support. “My mother got stuck during the game, so I called her on WhatsApp video. She showed me the screens and keyboard and I directed her what to do and where to press…” (Israel)
The pressing need to care and to engage people that are not digital users, made others very attentive to specific their limitations, creating bite size supporting solutions.
Digital Athletes ● ●
●
Zoomba, yoga, weight watching, and other online-active groups evolved in a matter of days. The reason for the quick response to the new need was the previously existing digital interactions in these groups. Many trainers and coaches were already active on WhatsApp, sharing recipes, activity videos, tips, and other nudges, that sometimes created more traction than the weekly meetings. Another driver for the quick response was the personal, trainer/guide financial motivations/needs. Many of them are freelancers, and the ones that work independently wanted to keep their clients, even for free or a lower fee. The ones that worked for gyms, weight watchers type organizations and the like, were suddenly unemployed, so many of them initiated online activities faster than their employer’s/organization could react, in order to create continuity in their employment and continued connection to “their” clients.
A key success factor for an active group was the combination between physical and digital online and offline activities, creating a changing environment through recurring activity.
35
Low Profile Participants ●
●
● ●
Not everyone is an active and extroverted person. More passive and introverted people that weren’t being engaged and stimulated were in the danger of higher anxiety and loneliness. Many activities that weren’t active evolved and made it easier for these people to participate. Some were community- and friends-driven and some more formally organized. The challenge in the formally organized ones was the need to create awareness about the programs to drive engagement . Music appreciation groups, specific topical lecture series, guided “slide shows” and other activities became available online, and were accessible. Some groups also created close, more exclusive groups, collecting money and keeping a closed environment (not pubicall open); but some were open, virally growing, and creating sub-groups for completely different activities. In most of the groups, leading participants are continuously active in enriching and in developing the group’s activities, connecting to all kinds of content and commercial companies (online live shows producers, post-crisis concert tickets suppliers etc.)
36
Rerouting Money There are many new ways people are contending with their current and future finances. The pattern of income and spending has suddenly been disrupted, and people around the world were caught in different financial circumstances (no savings, enough savings, no cash flow, etc.) Most people are having to adapt to and project their current financial situation, finding strategies to plan for expenditures, stretch savings and/or find ways to make their investments last longer or grow in a completely new and uncertain environment. Smart financial management will affect all banking, trading and investment industries at every level in scope and scale.
Related topics: smartshopping, no safety net, information ambiguity and mistrust
Redirecting Investments and Slowing the Speed ●
People with capital are choosing to rethink investments and the income they get from pensions and other capital they own, mostly to be able to ‘comfortably’ survive the crisis; but also looking forward to helping their children and their families in an emergency. They also support local causes and community initiatives when they have disposable income. Example: Homebuyers and real estate investors have had to press pause, and hold off or back out of purchasing homes, because of the pandemic job layoffs and unemployment --- most of them in Generation X-ers. (Canada,58)
●
Business owners with employees who can easily work remotely, started moving out of physical office space to reduce expenses. Although this started as a way to deal with the immediate necessity in a crisis, many of them are expected to keep working remotely when things get “back to the new normal”. Example: His business gave up the office building. The company he owns gave up the office space, since he was uncertain about the future and all his employees could easily work remotely now. (Mexico, 33)
New Expenses Control People particularly focused on controlling their spending and not increasing their debt load are finding ways and tools to control and redistribute expenses. Example: A new cash substitute that is still acceptable during the pandemic, Koho Visa is like a banking/debit account with the perks of a credit card; you transfer money into the account and can spend it as you see fit and anywhere VISA is accepted. It helps you manage/save money in a more disciplined way and the same way you can manage actual cash. In times when cash is no longer accepted for hygiene reasons, it's a cash substitute that allows you to manage your spending and savings habits like cash, plus you get the perks of a credit card like cash back earnings. (Canada, 50) . Example: Senior stopped driving his car to save fuel and insurance costs. Every couple of days he starts the car’s engine to make sure nothing breaks and becomes a new unexpected expense. (Israel, 83) Emergency funds and savings become essential for most people and businesses, spending money has been delayed whenever possible.
37
Smart Shopping Changes and disruption in consumer consumption habits and behaviors emerge. The new ways in which people are reducing/increasing consumption, and the criteria people use to evaluate and refine their own spending during the crisis are changing the way people shop, and the priorities and value they assign to products and services. This will shape the new consumer purchasing behaviours and the commercial and the retail industries in future. Related topics: overwhelming virtual services, social essential food, rituals and habits, rerouting money, no safety net, health services, clean is the new white
Small and Local is the “New Black” The restrictions on the freedom of physical mobility, the long lines and lack of choice in usually shopped supermarkets has prevented people from deferring to their normal shopping habits and channeled them mainly into e-commerce options. The biggest e-commerce platforms have benefited enormously; and also small, local merchants and entrepreneurs who adapted their businesses by both moving them online, and changing how people can buy with “curbside pick-up” and delivery etc. ● New local and small business-oriented consumption is happening online, especially when they offer value and good prices. This has also boosted the delivery services, curbside pick-up and distribution channels, which have rapidly adapted to new demand, timeliness, and structure. ● Companies are creating offers to both increase sales and also to support those in need or social initiatives. Many digital products, services and platforms are offering discounts and free memberships to capture smart-shoppers focused on maximizing their budgets. Example: A new way of online grocery shopping with traditional food markets happens where vendors are being passed by friends and they communicate with them by WhatsApp. It targets Millennials and Baby Boomers, and people that buy groceries in traditional markets. Generally, people are afraid of going out in the streets, and in Latin America, there are a lot of people that buy in traditional markets. (Peru,65 )
38
Community Economics Small, local business initiatives try to intervene during the crisis, and offer value to the local community (pop up shops, common shopping & community organization), showing up in neighbourhoods and places where people share a common link (location, mindset, religion, activity, etc). It shows spontaneous solidarity with and mutual benefit for the local community as a main driver.
Support for Local Produce The lack of access to supermarkets and megastores and the initial collapse of online shopping has opened opportunities for local producers of, not only food, but all types of goods. Bulk shopping for building occupants or shared expenses in collective shopping help neighbours and small communities to get good prices and support small merchants. This model operates as a very local peer-to-peer level. Example: People are getting their groceries by directly contacting their traditional, local grocery vendors, because it's a better way for getting fresh products and helping small businesses. On the other hand, major supermarkets have their online ordering channels full with long delivery times, so buying directly from the market makes communication more human. People will expect to keep this service, to get their groceries and spend their money in a more conscious way (Peru, 65)
In places where people were not used to getting fresh, local (and affordable) produce, this new experience raises expectations about the products they usually buy from supermarkets and megastores. People were grateful for the small business owners that continued to open their businesses when the large players were closed. It triggers a longer-term relationship, based on common values and local community interests.
Because “I’m Worth It� During the pandemic, the concept of luxury changed, as did the concept of basic. Luxury refers to the many ways people are trying to compensate for the extreme situation, find balance, and treat themselves for the efforts they feel they have made, and sacrifices they feel they have endured. It also includes insights on how specific groups react and use their resources in emergency situations: buying extra, self-indulgence, compensation/perception of value, etc.
39
Perceptions of Luxury Have Expanded and Re-evaluated Apart from expensive and/or exclusive items, luxury now includes how you use space in the home, quality time, the quality of water, natural products, and the emphasis on self-indulgence with simple pleasure. Spending on expensive products is not the rule, but spending on meaningful, fulfilling objects and experiences that make a difference in your life. Millennials, in particular, see luxury as not only escapism and irresponsible spending, but now as giving to others and supporting social initiatives. Example: People in quarantine who feel financially secure are spending more money on ingredients and quality alcohol as they prepare their own meals and drink. They are using the money they are "saving" by not eating in restaurants. They feel better by "rewarding" themselves with higher quality food and drink while in difficult times. (US, 35)
No Safety Net The more desperate aspects of the pandemic, where the need for survival (financial, emotional, professional, etc) overwhelmed people’s energy and time. A large percentage of the population has focussed on doing only whatever it takes to get through the crisis and emerge in a reasonably unscathed. Leisure activities are postponed or completely abandoned. Making decisions and planning are difficult without an understanding of what the future holds. Related topics: lost islands, weaving life & family, rerouting money, smartshopping, information ambiguity and mistrust, health services, socially stressed
Survival of the Fittest ●
●
●
In the midst of the economic storm that the pandemic created, personal finances have been affected in a wide range of ways. The more vulnerable groups attempt to adapt and survive, using the resources they have (work, time, knowledge, homes, cars, etc) and create personal strategies that may solve short- and mid-term situations. People are rationing food; becoming anxious about going out because they can't afford to get sick and foregoing medical appointments and needs (where public health systems are overwhelmed or with no support in paying for medications); Millenials are moving back to live with their parents, working seniors have lost jobs and will probably not be able to find work again. People that are in the survival mindset, don’t have the time to think about anything beyond their basic needs, until these obligations are fulfilled. The sense of vulnerability and insecurity are the drivers for most decisions, spending and saving. Example: Alex totally focuses on work because he wants to make his own business work so he expects to survive this economic recession, as he has been doing, and be able to keep providing the income he is used to for his family. (Chile, 35). Example: She is a Retired Senior, very concerned about the economic future - globally. What will happen to her retirement. Should she sell her house now before it is too late?. She would 40
have never considered selling her home for another 5 years but the pandemic has changed everything. She is beginning to reevaluate her retirement plan and real estate investments. She is talking with financial advisors to move up her timeline. She is afraid of another real estate market crash. It is her major life investment for end of days retirement and care. (United Kingdom, 70)
Emergency advisories about available private and public support and government programs for vulnerable societal segments need to be easily accessible and processed.
Lost and Reinventing Business owners, entrepreneurs and self-employed professionals are facing dire circumstances as their clients have disappeared, work has been postponed, and sales are non-existent, leaving all their strategic plans on hold. Therefore, they have been left with no income or cash flow, leaving them with debts and they continue to incur fixed operational costs. They are looking for short-term, creative solutions and tactics that don’t necessarily have long-term viability. Example: The uncertainty of what will happen next makes the self-employed and companies think about how to generate profits in their businesses and to do so, they use accessible resources to continue generating profits. They offer clients practical and personalised solutions, which at the same time are complemented by the client's need to feel good about themselves even when they are at home, and at the same time socialise with someone else outside their usual circle. (Spain, 35)
Uncovered and Unassisted In some countries, organizations and professionals are struggling in finding support from their governments. Many do not fit into any of the categories where financial support is available, or there isn’t any specific funding coming. For those who find applicable support, the process to access it is not always clear and can be long and complex, so stress is increasing and already at an all time high. The situation leaves them with continued anxiety and less capacity for developing plans. "Millions of people are financially insecure and will suffer hardship and mental stress/illness due to the economic decline and loss of income, because they fall outside the government assistance programmes without financial reserves/buffers, and so they expect to close businesses, lose jobs, become unemployed, seek state support benefits, etc.� (United Kingdom, 63)
41
Information Ambiguity & Mistrust People are seeking “the truth” and the best advice and directions to navigate an unprecedented situation. They are looking for the new rules and guidelines to follow --- how the contagion is spreading, the new services available to them and more. People feel they can’t follow the “rules” properly, and develop a general feeling of confusion and mistrust; because, there are so many different sources of information and being constantly updated. Many sources of information (media, businesses, government etc.) are also operating with their own interests at heart, making people question which information sources they can truly rely on. Related topics: lost islands, overwhelming virtual services, mental overload, no safety net, health services, socially stressed, body & soul
Health Anxiety The constant and daily “scientific truths” being shared with their inherent and ongoing contradictions are causing confusion and leading people to higher levels of stress and anxiety. People need to make personal and family health-related decisions, using ambiguous formal information together with social media overload, other people’s interpretation and tons of fake news. One the one hand, “Dr. Google” has gone wild; and on the other hand, the fear of the virus has created an opposite reaction that has limited the sources of information people are paying attention to. Example : The uncertainty in terms of health is not only towards the virus but also towards the side effects that can occur from getting sick for other reasons or having accidents in terms of day-to-day actions. Because of this, they take extraordinary measures that they didn't take before, so as not to depend on the health services. Because of the pandemic, health systems have cut other information services and visits that cause fear and insecurity in patients. (Spain, 68)
Government (un)Reliability In some countries, when there is disagreement and dispute about how to fight the virus from different levels of government and with the lack of timely good information, different “points-of-view” serve only to create mass confusion among citizens. This creates a distrust in political leaders and a potential leadership crisis when all are contradicting each other and “finger pointing”. This also leads to a continuing division amongst the population, leading to personal and biased interpretations, resulting in non-compliance with guidelines. Example : I have observed that people who experienced difficulties in getting answers and assistance from government officials expressed growing distrust in the way they manage the crisis, and doubts whether the system was working in their favor. They expect to receive clear answers that will help them understand what to expect and what to do. (Israel, 83)
42
Fast Press The boom in fake news in recent years, and the abundance of information sources lead to a complex land of uncertainty for readers and audiences. Too many choices of whom to trust and too many points- of-view create information overload, insecurity and fear. There is a feeling that the press is knowingly promoting a type of panic that leads to some people completely retreating from it, while driving others into news junkies. Example : I have observed that Elena checks online press news every day at least 2 hours per day because she wants to be informed but also she expects to get different sources and considers newspapers are a more rigorous source than TV news considered more sensationalist (Spain, 71)
People tend to curate their news sources based on their own point-of-view, with only a segment referring to institutions like research centers, universities, which for them become the standard (World Economic Forum, WHO, UN, etc)
43
Health Services With national health systems at the forefront of dealing with the unprecedented global pandemic, people felt like healthcare systems and hospitals were at the center of risk and “infected”. This was exacerbated by communications from authorities about their overload, weakness and potential collapse. Related topics: lost islands, weaving life & family, generational gap, digital interaction simplicity, overwhelming virtual services, mental overload, social essential food, rituals and habits, no safety net, information ambiguity and mistrust, clean is the new white, socially stressed, body & soul
Medical Autonomy ● National healthcare systems typically relied on in-person visits, either to family doctors or in clinics/hospitals to assess, diagnose and treat patients. Therefore, many patients were not accustomed to using tele-health and digital services, which during the pandemic, caused patients to avoid accessing the healthcare system altogether avoiding hospitals in emergencies, postponing pre-arranged medical appointments and avoiding making new ones. ● With the pandemic, there was an increased awareness of personal health, suspicious symptoms and preventative measures; with many looking for alternative solutions to those found typically through the healthcare system.
Healthcare Disengagement ●
●
As most people viewed healthcare systems as “infected”, they avoided using their services and information as a way to free themselves of their dependency on them, and assert some semblance of control. Healthcare operational information, like making appointments or the availability of services, was perceived as unreliable; many times, because it didn’t include the new COVID-19 information with it. Example: avoiding scheduling a doctor's appointment through the online platform (which caused not scheduling at all) as it didn’t show any notification on how COVID-19, changed the service. It gave the feeling that it will cause unnecessary arrival to a risky clinic. (Israel, 36)
●
The overwhelming number of sources communicating COVID-19 content confused people as to what information was real and which was contrived (fake). This caused them to be suspicious and to look for multiple sources of information, both on and offline (consulting with someone I trust like a doctor in the family, parents, and friends). Example : checking several sources of information and consulting various sources as a way to avoid fake news regarding their health (Peru, 32)
●
Some people who recovered from COVID-19 felt unsafe about interacting with others. In order to feel safer and return to their lives, they need detailed information, tests, and guidelines on how to behave. 44
Healthcare organizations need to proactively communicate information on all available platforms about all types of health symptoms, conditions, appointment cancelations, and updates on non-corona issues to prevent avoidance of the healthcare system when needed.
Seniors Digitized It became more urgent for the younger generation surrounded by senior family to assist and support them, when attending to their healthcare needs physically and in-person stopped altogether. For many seniors, the new situation served to push them into learning how to use online health services. It also created a new and urgent reason for asking and getting help from family, friends, and neighbours.
Mental Needs on the Rise ●
●
●
The pandemic caused many people to lose their solid foundations and surfaced new concerns they hadn’t had before (financial and health concerns alongside losing their daily routines and support systems). Medical staff experienced a state of continuous emergency in which they had no time to stop and process what was happening to them. Throughout, they neglected their personal lives and needs. New medical staff, enduring a traumatic entrance into the profession (sometimes seeing their friends get sick and die), experienced severe stress and needed mental health support.
There is a growing awareness and use of psychological therapy (much of it online) due to a growth in stress-related symptoms such as insomnia, anxiety, and irritability.
Creative Medical Staff The sense of urgency has made different health professionals initiate and create innovative solutions to assist patients and colleagues. Example: psychologist creating online small mindfulness exercises for her patients and her colleagues and their patients. She understood that she can't wait for the health organization to connect her to her patients and that she will not get any financing from organizations and therefore she should just go ahead and create what she believed that is professionally required. (Israel, 37)
45
Clean is the New White The pandemic triggered an immediate change in public sensitivity to the way people perceive the concept of clean vs. unclean. There are new expectations in behaviour, social interactions and consumption choices. The first and foremost rule for preventing infection is maintaining strict hygiene. Most people have adapted and created new cleanliness habits as a means of regaining a sense of control over their health and security. This has immediate repercussions in various industries where the interaction of people/customers with their products and services was imperative. Related topics: rituals and habits, redefined public spaces, re-designing my social interactions, smartshopping, no safety net, information ambiguity and mistrust, health services, socially stressed, body & soul
A Higher, Cleaner Standard ●
The perception of cleanliness has changed, and is now a more valued criterion in the processes of selecting where people want to shop, either in-person or virtually. This includes the general level of cleanliness in store, amongst employees and customers, the guidelines for hygiene practices in home delivery etc. This new mindset adds a component to the traditional criteria of cost, convenience and environmental purchasing considerations. Example: a sustainable household that had started shopping wrapped vegetables as the fear for the safety of the family member is more important (Spain, 38)
●
The standard for cleanliness amongst all have been elevated. Even people who are not deemed as in a “at risk” group or didn’t pay attention to their hygiene habits, are dramatically changing the way they clean. People who were not used to cleaning for themselves (had help) or had to clean more frequently, had to learn to do it for themselves. Example: from a man that was not used to cleaning - "my basic cleaning routine: using a mask, cleaning shoes, cleaning part of the car my hand touch each time I used it, cleaning door handles" (Chile, 68)
Re-learning How to Clean ●
People had to re-educate themselves about strict new cleaning routines. They followed/created new guidelines for cleaning all kinds of foods and packaging, from vegetables to boxes and wraps. Some people started experimenting with creating homemade cleaning products. 46
Example: leaving post-its around the house with cleaning instructions. (Brazil, 56) ●
Highly anxious people regained control over the pandemic crisis by obsessively cleaning their homes and everything coming inside - including people and animals. They created cleaning protocols and habits that before would be considered an obsessive-compulsive disorder. Example: Avoid touching face all the time, alcohol gel in the main door, changing clothes when she comes back from the outdoor, leave delivery packages unopened for a day, and whipping dogs paw after each walk, use the elbow instead of hand for interrupters. (Germany, 32)
Cleanliness Ethics ●
Cleanliness is no longer a personal standard or habit, but an act of solidarity and caring for everyone around us - our new global community. Cleanliness is now observed and obvious, and a matter of public attention and interest (no longer is asking people about personal hygiene or commenting on adherence to newly accepted rules while in public considered rude). Example: Asking people to put on their masks in public spaces. Asking visitors to wash their hands when coming into the house. Asking store owners to be more careful about their own personal safety as they meet many people. (Israel, 37) Example: All the utensils are sealed previously, disinfected and opened it in front of the client, along with mask and gloves, in addition to using disposable aprons ( Cosmetician, Spain, 35)
● ●
People in close proximity to frontline health workers or those at higher-risk of infection, tend to create much higher standards for and stricter adherence to cleaning protocols. Some parents shared concerns with regards to their children’s immune system, because they believe (or it is their cultural custom) it is important to expose their children to others in society in order to build a better immune system in their children.
Businesses are expected to find new ways of ensuring their clients feel safer, and are indeed safer. An interaction that does not feel safe may cause a feeling of anger, contempt, and will likely create loss of business.
47
Socially Stressed As lockdown loosens in stages and a new, uncertain routine is about to begin, some people are experiencing anxieties in the presence of other people. Going out in public spaces with strangers is perceived as a dangerous, uncontrolled territory. People exhibit new behaviors such as anger in public places, self-regulations, avoidance, and disconnecting altogether. When we understand these new social stresses, it will help design or redesign new public spaces and policies. Related topics: the need to communicate, lost islands, redefined public spaces, re-designing my social interactions, smartshopping, no safety net, information ambiguity and mistrust, health services, clean is the new white, body & soul
Changing Rules in Public Spaces ●
There is a growing awareness of the way other people behave in public spaces. It has become visible with the use/misuse of protective masks & gloves. When people feel that others are not sufficiently careful in public spaces, they are exhibiting a wide range of feelings and behaviours like: anxiety, irritation, anger, voicing their feelings, and at times, even violence. "I am irritated and annoyed by people not taking the same precautions" (Germany, 34)
●
As people are more suspicious about any and all signs of illness, and societal acceptance of being in public while ill (even not necessarily ill but showing some signs of illness) has changed --- with little tolerance. Example: Offices are empty. Many workers are working remotely . Nacho has to go to work and finds the office almost empty. He has a hard time dealing with the new situation. There are only a few workers but they hardly communicate. He feels weird and acts weird as well. When few workers are in close they avoid it to prevent contagion. He avoids touching anything with his hands. He is very aware and cautious because he also thinks of his family (Spain, 45)
● ●
● ●
Leaving home poses a threat of being in an uncontrolled situation where not everyone shares “the same protection habits as me” Social connections are re-evaluated in terms of mental/emotional gains vs health risks. The need to meet-up and connect with people face-to-face is now a calculation of either being a risk to others and/or putting yourself and those close to you at risk. This is exacerbated by the fact that people’s closest support systems (friends and family) have become a hazard to each other's health. Singles find themselves in conflict between the need to continue their search for a partner, and dating as an activity that ultimately requires a physical proximity to strangers. People are starting to build their own personal security guidelines and processes to help them determine who they should dare to meet and where. “If I discuss with someone the option of meeting and they acknowledge the fact I might not feel comfortable doing so, It’s easier for me to meet. It's because I know they are aware and careful, so it makes me feel safer around him” (Israel, 36)
48
Relieving Ways ●
As a crucial part of people’s support system, communities that were closer to home and more local grew stronger than before. As such, many people felt it was their responsibility to nurture and help their neighbours on a daily basis. People felt it was urgent and meaningful to take care of those close to them, in the absence of their normal circles of family and friends not so close to home. Example: building a social community where every night the neighbors are exchanging music, games, and fun experiences after the 8 o'clock applause, because they see balconies as a platform to "breath" (physically and emotionally) and connect in these difficult times” (Colombia , 30)
●
Some people dealt with the stress and conflict by completely avoiding any social interaction. People who didn't engage in online interactions, seniors and those who “didn’t believe” in it found themselves isolated. “I think that it is not possible to connect to other people by using online platforms. In the future, I believe that people will be alone and selfish for not having a proper relationship as we used to before Corona Vírus” (Brazil, 42)
● ●
Some people are running “silent” or reducing the use of social media to prevent/reduce stress. Those who have endured either traumatic personal struggles/tragedies or severe global threats/events (i.e. World War I & II, smaller country wars, periods of austerity, immigration, personal tragedies etc.) are more resilient, having survived their previous difficult and lifechanging experience(s). This gives them more confidence, a longer-term perspective and basically being better prepared to know how to endure. "We stopped buying all unnecessary items because we don't know how long this lockdown is and how the economy is going to be like. We experienced a similar situation in the previous economic downturn so we expect that the future will be very uncertain and it may take years for it to return." (Finland, 60)
●
Some families assign a designated member of the household to “go out” for all necessary supplies. They do so by choosing the one who is least likely to be in a vulnerable/at-risk group.
49
The Demand for Protection ●
●
People who are dependent on frontline caregivers for the health of their senior family members, must trust the caregiver is being ultimately hygienic and protective around them, so as not to infect them. People prefer to shop in stores with products and services that allow them to find everything they need in one place, so they can reduce the risk of exposing themselves to multiple locations. Example: locating a "one-stop-shop" for prescription needs to reduce the unnecessary exposure to people (Israel, 65)
●
●
Working outside the home has created a double risk factor as it has implications, direct interaction with colleagues, and also affects the other circles of my social life (“a friend of a friend of a friend”). In countries with no/limited public healthcare systems, people may be extra anxious as there is an elevated stress involved in health and financial decisions. “ We can go to the local public doctor, but the medicines are not included nor delivered by the social public healthcare system, so If we get sick we will have to buy them ourselves, and spend the little money or savings.” (Mexico, 27)
Creating the real feeling of safety in the workplace is something employers should be especially conscious of and careful about, since anxious employees will be very aware and cautious, and if they feel threatened there will be a cost.
50
Body & Soul People experiencing new and increasingly negative physical and mental symptoms like trouble breathing and anxiety, forced them to seek solutions to a more healthy and balanced lifestyle. People started investigating ways to “free” themselves from imposed healthcare standards and looking for ways to adopt self-healing and maintenance techniques. Related topics: lost islands, mental overload, rituals and habits, evolution of tribes, no safety net, information ambiguity and mistrust, health services, socially stressed, a better version of me
A Holistic Approach to Body & Mind ●
There is an increasing awareness of the body and mind interdependence as a means for disease prevention. People are learning new (and sometimes old) methods of aligning mind and body to bring balance and to proactively avoid relying on healthcare systems They foster new habits, and they are applying a greater portion of their day to adhering to them. They find the highly beneficial effect and try to adopt these habits as a way of living. Example: Mature couple with no kids doing a range of activities: meditation, exercise, eating healthy, reading, sunbathing, taking care of an urban garden. They do it as a means of taking care of themselves physically and also mentally and spiritually. (Spain, 34)
●
●
People took advantage of the self-isolating/lockdown and the huge amount of online content available, to resume and deepen mental practices they previously learned like mindfulness and meditation, but weren’t able to assimilate into their routine. Many people were exposed to and experimented with these practices for the first time. People are extending wellbeing (body & mind) from a personal perspective and lifestyle to family, friends and neighbours, influencing one another to a better way of living. As people appreciate how important “complete wellbeing” is, they promote it in their circles of influence, try to practice it together, and support each other in building and maintaining new, healthy habits. "Me and my family believe that mental health is the best way to keep our immunity" (Brazil, 35)
Many people elevated their awareness of body and mind connection. Many will try to keep their newly developed habits and routines. Organizations appreciating, promoting and applying these techniques will probably gain new and more loyal audiences, either customers or employees.
51
My Self-Awareness Signals ●
As the symptoms of COVID-19 seem very clear, and the official guidance and communication to monitor your own symptoms, more people are keeping a log of their symptoms (in response to guidance or only for themselves). They do it as a way to gain a sense of control over their continued health by tracking their symptoms in order to improve their chances of getting the right healthcare when they need it, and in time to prevent injury or death. Example: Baby Boomers couple are keeping a diary or log of the symptoms of a disease (Peru)
●
People started documenting the changes in nature and their surroundings as a way to practice attention and mindfulness, and to mark progression of time, or to “take on a journalist role” through an unprecedented and historical event. Example: documenting the tree outside the balcony as a way to enjoy the simple things in life. (Argentina, 82)
●
●
The increased focus on health during the pandemic created a sense of urgency in many people to address existing health problems they ignored until now (being overweight, out of shape, smoking, drinking, etc.) The physical distancing and visual separation with the use of masks and screens, allowed people to detach themselves and not conform to normal standards of social presentation and gestures. It caused some to reflect on the pros and cons of normal social conformation, and what is really best or most important for them. Example: A woman at home has stopped wearing makeup, bras, and uncomfortable clothes because she realized, after weeks of going makeup-free, that she doesn't miss it and says she may not go back to it. (United Kingdom, 34)
People who shifted to work from home, found a new flexibility and control over their daily routines, and better attuned to their physical and mental needs. It allowed them to notice and appreciate what is their best balanced and effective way to operate.
52
A Better Version of Me With ‘imposed free time’, this is the time to develop yourself with new skills, abilities and disciplines, both personally and professionally. Time in lockdown is an opportunity to make the most of a situation, to learn new things, gain new skills and abilities that align with your personal and professional purpose and goals (i.e. cooking, learning new work skills, creating new habits, losing/gaining weight etc.) Related topics: lost islands, family rediscovered, weaving life & family, digital interaction simplicity, overwhelming virtual services, social essential food, rituals and habits, evolution of tribes, body & soul
Pursuing My Passions Being physically restricted mainly to the home, and with time on their hands are helping people to go back to their passions and things they have left or paused while being too busy with work and life. Finding time for developing themselves and finding more “me-time” is seen as an important opportunity during the “perfect excuse” of a pandemic. Example : She is practicing poetry again. It was a hobby a long time ago, and she said that she is feeling so connected with herself that she decided to come back to it. She is writing and sharing with her friends on instagram. She feels confident right now to share her ideas. As she decided to have time for herself and listen to her body and thoughts. She thinks she deserves to develop her creativity doing poetry. (Brazil, 50)
Time to Grow ●
People now feel they can now somewhat control their own personal and professional development instead of postponing it or quitting. Dedicating time to essential things they feel will propel them personally and/or professionally becomes a leading theme. With universal restrictions on personal freedom of movement, new rules of self-determination appear. Example: Millennial parents are using different tools to help them to aid their kids with homework. Parents have the need to aid them, but at the same time to find resources and tools to help themselves through it. They expect to quickly become very capable at replicating their children's school routines during these days. Since kids are still children, school teachers are less connected with kids than with older students. Parents need to be more in charge of the situation but need some help. (Spain, 38)
●
Some professionals started learning new skills as a way to ensure their future professional survival in a time of financial crisis.
Time to Learn Again ●
It has become very important to use the time at home in a productive way and avoid wasting time. 53
● ●
People used the “free” time they got to learn new helpful career skills with the hope of improving their work position the day after. Combining work and learning hours became easier for everyone without the burden of commuting. People can create space for their own self-development and hope to open new opportunities in the “new normal” Example: I observed that people working remotely became aware also of online training and workshops because they have more time on their hands and also spend more time online and have had an opportunity to find global, professional topics of interest. So expect selfdevelopment online and the luxury of more time when doing things virtually to be a more permanent trend post crisis (Finland, 55)
54