Navigating a post COVID-19 world

Lucie Dobinson 12th July 2020 B2B Branding, Creative Covenant

It’s a rough time for business leaders. No one really knows what’s going to happen, how long our lives will be impacted by enforced isolation, how long the looming recession will last, or how much governments will intervene and support us.

There are some things we definitely do know though.

  1. The world will be different as a result of this pandemic, and we are already seeing changes in behaviour.
  2. These behavioural changes are likely to last long after the pandemic is over.
  3. The businesses that will survive will be the ones who adapt fastest.

Now is the time to play out some possible scenarios with your leadership team and revise your vision to account for a post-COVID-19 world. Here are some early thoughts:

  • It’s highly likely that most people will wish to continue to work remotely once they have the infrastructure and have formed the habit.
  • Online communication will be the new normal, face-to-face meetings will be less frequent.
  • Video is going to become an increasingly important medium, and platforms like TikTok will gain even more traction as people are bored at home. TV and radio advertising will also become more important with captive audiences at home.
  • OOH channels such as billboards will be useless for a while, and brands that rely on experiences and events are going to have to find innovative ways to create them virtually, or bring them into people’s homes using samples and direct mail.
  • Online retail is skyrocketing – certain businesses are set to do very well out of this crisis.
  • Hospitality and tourism are going to seriously suffer for a while if they can’t find ways to adapt. We are already seeing many restaurants pivot to offering home delivery and groceries. Will we see a rise of virtual tourism?
  • Health and wellbeing are likely to be on people’s minds for a long time to come.
  • The way people socialise is changing. There are more opportunities to connect with strangers from different parts of the world than ever before. And many people are feeling more isolated in a society where loneliness is already described as an ‘epidemic’.
  • If you are seen as trying to profit from this crisis, the damage to your brand will last long after the crisis is over. Equally, if you are seen to support others and engage in philanthropic efforts, the halo effect on your brand loyalty and advocacy will be enormous.

In times like these, planning tools are extremely useful to provide some structure to your thinking. To help you, we have made our proprietary model available onĀ slideshare. If you need help using it, drop me a message at lucinda@creativecovenant.co.uk.

Lucie Dobinson

Lucie Dobinson

Strategy Director