2020 “In” Review
We look inside ourselves for what breaks through
We look inside ourselves for what breaks through
In March of 2020, we launched “Customer, Now” as an exploration with 504 people in China, Germany, India, Japan, UK and the US, to understand how people’s lives are changing amidst the new realities thrust upon us in 2020. As a study of humanity, COVID-19 created the context of the world’s biggest deprivation study – having forced people everywhere to spend time without. Without the intimacy of human touch, the normalcy of day-to-day routine, nor the predictability of tomorrow.
Without the same connections to others and our outside worlds, we have been forced to spend an exorbitant amount of time with our inner selves — hyper-focused “in” every thought, feeling, interaction, decision made and surface touched.
Introspection, injustice, being inside, feeling insecure – 2020 has been a year pronounced by “ins”. As a prefix or word-forming element, “in” means “not, opposite or without.” It is within that definition, where we can see 2020 as a year defined by:
3. Being “without” more than being with
Via “Customer, Now” we saw emerging human truths resulting from this inward focus.
We saw the guilt we feel in everything
Of not knowing what is even right to be doing or feeling – in the moment or looking beyond
We saw a growing gap in empathy where we have trouble relating to realities different than our own as those realities have become increasingly different from one another
We saw ourselves as part of the problem and the solution of injustice
Or we didn’t… and we saw people project problems onto others, ultimately slowing progress
More than a year marked by the turn of a calendar, we’d argue 2020 was a big bang into a new human cycle. The “inward“ part of the cycle will be with us for some time – living in the grey – defining our experiences and our feelings and beliefs about them. And yet, the next stage in the cycle is inevitable as we move “outward” – emerging through this cycle with a greater sense of intention, innovation, inclusion and inspiration for what we can make possible.
Despite our differences, we are an increasingly interdependent species. 2020 showed us that at every turn. Our health, our happiness, our progress relies on each other to be healthy, to be happy and to progress. Looking inside ourselves, we realize the greatest need is of one another.
The main question we get from clients in regard to our “Customer, Now” work, is “what’s gonna stick?” What will change and what will revert back to the way it was?
However, we believe it’s the wrong question. Rather, brands should be asking “what’s possible now that wasn’t even imaginable before?”
In people’s forced constraints and introspections brought on by the global pandemic, they are developing heightened expectations of brands. To not just make better things, but to make things better. To take care of people. To improve peoples’ lives – individually and at scale.
Improving people’s lives isn’t an act of corporate responsibility. It’s being emotionally relevant. Being meaningful to what matters in people’s lives. Helping people have fun, feel proud, be safe, feel respected, be generous, get smarter…enriching their lives by engaging in the world around them.
The world is now spinning at a slightly different angle – one that shines more light on just how bad the old trajectories were. Customers put up with all kinds of inefficiencies, injustices and inconsistencies because they didn’t expect more. Not any longer.
Now customers expect brands to have their backs. To create better outcomes for the employees, customers and communities – the people – a brand relies on and serves. To put profit on the side of people. To build a brand to make a greater human impact. To make possible what wasn’t even imaginable before.
Nothing is changing faster than ourselves.What’s happening with customers right now and what should business do next?
Suddenly, these two questions became a lot more complicated; the answers require us to get beyond the numbers, headlines and hyperbole in search of simple, scalable human truths.
That’s why we’ve launched Customer, Now., a project to document, explore and understand lock-down, and what follows it, from the customers’ perspective.
Through our global communities, we are tapping into the human truths behind customers’ experiences in real-time; exploring their inner worlds more deeply, and creating fresh, generative insights and implications to share with our community.
There’s one guiding insight that’s immediately become clear: in this fast-changing situation, nothing is changing faster than ourselves. This is what we’re exploring through Customer, Now.
It’s not uniform change, nor is it constant. It’s an evolution of our inner lives, our relationships, family, friends, home, health, work and, inevitably, our customer behaviour. And it’s more rapid than we’ve ever seen before.
Through Customer, Now. we’ll deliver to our community an insight, and its implications, every week. With this work, we have one simple aim: to drive a brighter, more progressive, customer-inspired version of tomorrow.
Explore the episodes:
01: Community as essential as food
02: The opposite is also true
03: Survival of the Simplest
04: We before me
05: Humanity in the balance
06: Guilt in Everything
07: The widening empathy gap
08: Habits of control
09: Energy beyond the moment
10: Projecting injustice
11: Believing our excuses
12: Being authentically inclusive
13: Embracing our Truths
14: Living in the grey
15: The “Sustainability” disconnect
16: Reinforcing Myself
17: 2020 “In” Review