Based on our Digital Ethnography Study findings, consumers have had space and time to intentionally think about new ways to care for themselves (e.g., walks, reading, cooking new things). They are enjoying this and want to hold on to this part of their new normal when they’re no longer quarantined.
“I also hope to start incorporating some of my “quarantine” daily routine habits into my daily life, such as yoga, more daily workouts, and taking time to enjoy the outdoors…I hope to stop overscheduling myself and stop overlooking the small things in life.” -Abigail, 28 (Digital Ethnography Participant)
They are also more likely to “allow” familiar patterns of self-comfort (e.g., comfort food, alcohol) at a higher level than “normal,” and with less “guilt” to help cope with changes.
“I’m currently surviving this quarantine. Things that I need: protein to keep me going and alcohol to pass the time.. Before COVID-19, we did not keep beer in the fridge, it was a treat we would order when out for meals. But since we are stuck here, we have had to find “treats” that we can look forward to at the end of the day.” -Rachael, 28 (Digital Ethnography Participant)
How might we create a product experience that gives consumers the feeling of being cared for?
How else are consumers are “coping"?
- Daily escapes – Went for another run today, […] I’ve been doing it more lately because it’s nice to stop thinking about everything for 20-30 minutes.” Don’t forget to take a little time just for you every day -Instagram
- Baking – Sourdough Success! Started my own “starter” and made my first loaf of bread!! #quarantinecoping #sourdoughbread #bakingmakesmehappy-Instagram
- Virtual Learning – @garyvee audiobooks keep me entertained and I’m being educated. awesome! #lockdown #lockdownlife #stayingsane #keepgoing #staypositive #wegotthis -Twitter
- “Do it Yourself” types of activities to keep busy – New kitchen shelf unit inspired by Hannah’s kitchen in the May issue of @styleathomemag#keepingbusyduringlockdown #oldtonew #diyprojects #stayingsane – Instagram
Something else we learned is that as routines have drastically changed since the pandemic, the standards at which consumers feel are “acceptable” or a “success” have also changed. “Self-care” doesn’t have to mean accomplishing a task. Change is difficult so self care might mean “just getting up.”
“New rules for the apocalypse…it’s OK to post videos of noodling around in your pajamas because I’m proud of myself for getting off the damn couch today, for putting the ipod on shuffle and dancing till sweat dripped. This was hard but you know what…I feel better. And it’s nice to see how different music moves me. #coronacoping #pajamasareacceptable” – Instagram
How might we create products that extend “permission” around self-comfort?
How have we seen this come to life?
How might we create space for our brand to participate in the newfound breaks that people have started taking for themselves?
