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By Naira Musallam, Ph.D., Co-founder, SightX

In 2020, our collective circumstances changed drastically, transforming life as we knew it into one of the most memorable experiences of our lifetime. 

As is often the case in life-altering events, change begets change. And as we took a step back from our hectic lives, many of us found ourselves reevaluating our priorities and values, both on an individual and societal scale. During these times, many emphasized time with their families and others experienced the pain of being away from loved ones. Some experienced growth and others went into survival mode. It was a year where many spoke out against long-standing racial inequalities. 

Ultimately, these changes worked their way into our consumption habits, where they are likely to stay. Through research with our partners at Vox Media, we found that brands who can acknowledge this moment, delicately navigate the changes and deliver on their promises will be the most successful in building trust as we move forward. We would like to share three key takeaways relevant to the insights community. 

The power of empathy

In the last 15 months, 75% of people reported experiencing some form of loss. Often, these losses occurred in multiple areas of their lives, impacting everything from careers to mental health. Even those lucky enough to count themselves within the 25% still faced a slew of changes that suspended life as they knew it.

All of the losses we faced, large and small, will continue to shape our thoughts, actions and behaviors for the foreseeable future. While moving forward may feel like a daunting task for some, empathy will be key in easing the transition. 

For brands, this will mean finding a way to authentically acknowledge the pain, hope, fear and uncertainty many are feeling. Leading with empathy may feel a bit strange, especially for companies that dominate their marketing with sales-focused language. But being able to genuinely speak to the changes people have endured will be invaluable. 

Navigating change 

As we make moves toward normalcy, 84% of people expect brands to take a more active role in navigating the transition. Many (51%) think brands should encourage us to put COVID-19 behind us as soon as possible. Some (37%) want to see brand messaging that can help us adjust to all of the changes we have experienced. Others (20%) are looking for brands to focus primarily on safety. And a small but not ignorable percentage (12%) want brands to come up with campaigns to reenergize us. 

No matter the exact message, it‘s clear that most of us would prefer brands to be connected to significant events taking place in our lives. And while leading with empathy is the first step, brands will have to find ways to more deeply understand the feelings and motivations of their audience(s) to know how to empathize effectively.

Delivering on promises

In 2020, we saw many brands jump headfirst into conversations surrounding topics like the pandemic, social justice or equality. However, as time has passed, many brands have toned down their stance or gone silent entirely and people are taking note. 

Nearly a quarter of people expect brands to continue supporting underserved communities, even after we put the pandemic behind us. However, it is important to note that support shouldn‘t only be vocal. Many people have become especially sensitive to performative empathy and allyship. Brands that can live up to their messaging and tangibly support the causes that matter to them and their customers will succeed. 

As we chart a path forward, the brands that build trust will be those that focus on understanding the changes their customers have undergone in the last year. 

www.sightx.io