Wellbeing in the spotlight: has lockdown changed us forever?
The pandemic has impacted people’s lives differently and we’ve responded with a variety of coping mechanisms. Magenta’s recent piece of digital ethnography looking at wellbeing has revealed distinct responses to the pandemic and explored how these are affecting both current behaviours and future desires.
Looking at responses to the pandemic through the lens of wellbeing we identified four typologies:
An Awakening: Having stepped off the treadmill, they have considered their wellbeing for the first time and given themselves permission to prioritise their personal needs.
An Opportunity: The pandemic gave these people time back, allowing them to spend it doing things they enjoy and as a result they feel they’ve achieved a better life work balance.
A Struggle: These people’s established routines and coping mechanisms were thrown into disarray by the pandemic and new burdens like home schooling added.
Managed: These people felt they’d got through the pandemic relatively unscathed but now are beginning to recognise quite how much they have missed.
Ferris Bueller famously said ‘Life moves pretty fast. If you don't stop and look around once in a while, you could miss it.’ And for some the pandemic did exactly that, it made us stop and think about our lifestyle.
AN AWAKENING
For some, COVID-19 pressed the paused button on many people’s lives which triggered a stage of self-reflection and soul searching. They considered their wellbeing for the first time, and it led them to reset the course or direction of their life. They started to focus on self-care both in terms of physical and mental health and the pandemic made them realise that their previous lifestyle wasn’t healthy, and that they needed to prioritise their mental and physical wellbeing in order to be happy and achieve contentment.
A strong collective narrative seems to be emerging which speaks to appreciating the small things, enjoying nature and embracing calm. Old tropes which offer up compensation for a hectic lifestyle with which many are dissatisfied, will likely appeal less in the near future. For brands it means messages that embrace, encourage and support wellbeing rather than trying to make up for an unhealthy lifestyle are likely to be heard and resonate.
THE OPPORTUNITY
Once hectic schedules were devoid of activities and home working cut out long commutes and busy mornings, the stressful pre-pandemic world with a poor work life balance started to look and feel different. The additional time available as a result of the pandemic provided an opportunity for some to do things they didn’t have the time or band width to do before, albeit exercise, creative writing, or releasing an EP.
While social aspects of working in an office and meeting friends have been missed, there is a resistance amongst this group to return to the old normal because they are enjoying the newfound freedom COVID-19 has bestowed on them. These people will be looking for flexible office attendance and specific reasons to go into an office. The home is not just where the heart is but a hub of productivity and making a living. These people are looking for wellbeing to be at the centre of good working practices not an afterthought.
THE STRUGGLE
Those who had engrained regimes which helped them cope with daily chores, especially regular gym attendance, had great difficulty adjusting when their routines were disrupted. Gyms and socialising are the ways by which many people normally relieve tension, find headspace, and decompress. Once these avenues to destress closed, those heavily reliant upon it found it difficult to keep an emotional equilibrium. The events of lockdown not only shut down their normal ways to release tension but added to their load with such pressures such as home schooling.
These people are eager to get back to pre-pandemic life. The pandemic is a time they would like to forget and move on from.
MANAGED
These are people who on the face of it got through lockdown relatively unscathed but as restrictions have started to lift, they’re reminded of what they have missed. Slowly engaging in pre-pandemic activities again makes people consider the value of this freedom, appreciate the little things and value human connections in a way that previously they may have taken for granted.
An emergent theme is an appreciation the small things and the importance of relationships and social connection to make us feel complete and have a sense of purpose.
SO, WHAT DOES THIS MEAN FOR BRANDS?
Which typology do you most identify with? It is important for brands to consider how people’s attitudes to wellbeing have challenged through their personal pandemic experiences in order to cater to their needs now and in the future.
For example, brands positioned to compensate for an on-the-go busy lifestyle rather than encourage taking stock and being mindful are likely to be less relevant. Messaging and products that are likely to gain traction will be those sensitive to appreciating the small things and an ongoing awareness of the importance of holistic wellbeing in people’s lives.
If you would like to know more about the insights from Magenta’s latest piece of research into wellbeing and look at your audience in terms of their response to the pandemic, please contact sarah@magentaresearch.co.uk
