Control/Change
The Emotional Ecosystem: Dynamic One
Control/Change, Illustration by Ryan Hack
Welcome back! Today, we are going to explore the first dynamic of the Emotional Ecosystem: Control/Change. If it helps to visualize these dynamics, picture the angel/devil from Animal House, albeit much more nuanced.
To remind those that didn’t read the intro piece on The Emotional Ecosystem, as we all come to terms with all the acceleration happening around us, this exercise in engineered to take our emotional pulse and find tangible ways to move forward.
Each Emotional Ecosystem Dynamic will take a similar journey:
Yeah, yeah, I know…
The stats, data and supporting trends that prove this is actually happening.
This helps clean out the naysayer part of our brains, the part that wants to be critical, disprove and just not believe.
Leverage
Implications and ideas for how to apply to your business.
How can brands win in the Emotional Ecosystem?
How can brands continue to be relevant in people’s lives?
How can brands continue to grow meaning in people’s lives?
Emotional Ecosystem Dynamic 1: Control/Change
Control: Yeah, yeah, I know…
Pretty much any research I have moderated or observed over the past year has shown an underlying rise in the need for control. This was at a fever pitch pre-pandemic. With social structures crumbling around us, we were already reaching inward and finding ways to control our day-to-day lives and environments.
Just walking, thinking you got this!
Illustration: Ryan Hack
But, now, with a sense of helplessness and a ‘wait and see’ mentality permeating every corner of our culture, the need for control is off the charts. With around 3/4’s of Americans reporting one or more negative emotions ranging from stress to anxiousness, according to Russell Research, instability and uncertainty have clearly driven this need. Thanks Karen!
Control over our environment:
The great decluttering of 2020: The pandemic has inspired a clean-out of American homes, according to the Washington Post. Goodwills around the country are positively overflowing.
There is a great Covid flight happening in the New York and San Francisco areas, with people leaving city centers to root down in surrounding areas, where birds sing and masked children frolic. According to United Van Lines, between May and August 2020, move requests out of NYC to any destination were up 45%. In San Francisco, they were up 23%, compared to the same time last year. While an argument can be made this has more to do with ‘change’ than ‘control’, the impetus most probably started in the need for control. Why stay in that small apartment if you can chill on your back deck and commune with those birds?
Control over our bodies:
Selfcare has moved from a sub-set of health to a daily lifestyle, at least as an aspiration. Much more on this in ‘change’. Practicing self-care is key to controlling stress.
Control over our data:
84% of consumers want more control over how their data is being used. (Cisco)
65% of American voters say data privacy is one of the biggest issues our society faces.(Morning Consult)
As our lives continue to be more digitally-focused, this will continue to be a hot button issue.
Control over our money:
The savings rate hit a record 33.5% in April, according to the Commerce Dept.
Around 40% of US consumers have generally reduced spending, and they expect to continue to cut back on nonessentials. This retraction of spending illustrates a need for stability and control. (McKinsey)
How to leverage our human need for Control
Provide Choice
The biggest form of control is choice and successful brands provide choice navigation at every step of the funnel. This means limiting options, not increasing them.
“There is one way that customers have control: They have a choice. They can walk away. Treat them poorly, and the relationship is over.” Forbes
Partner and ListenThis is key and shouldn’t be short-changed. Leverage your social media base, test run NPD or comms, find the pain points and solve for where consumers feel like they don’t have control. Co-creation allows brands to truly walk in their consumer’s shoes and intuitively understand their needs.
Feel and Pivot Read between the lines of the data to find the feel. Don’t be afraid of it. Track the emotional benefits of your brand and be willing to find new spaces. Then, pivot with consumer sentiment so your brand’s evolution is reflected in your consumer’s needs.
Change: Yeah, yeah, I know…
Traditionally, the attraction of ‘the new’ was a better strategy than convincing people to change their behavior.
This is why diet advertising works — that ‘new’ thing will help me. My problem can’t possibly have anything to do with my own behavior!
Wait a minute, I didn’t ask for all this change!
Illustration: Ryan Hack
But, deep down, there is a part of us that knows evolution is key to survival. Since the start of the pandemic, many of us have looked at ourselves and our surroundings and decided, it is time for a change. It is hard to run away from yourself these days. If you have figured it out, please do let me know.
More importantly, the pandemic made it clear we all are capable of change, especially when given no other choice. Many of us are finding inspiration in the massive change happening around us and finding ways to ride the wave and incorporate new behaviors and activities.
Rise in Divorce
Divorce rates have risen 34% during the pandemic, since the same time last year., according to Legal Templates. And this number rises even more with newly weds.
Rise in Self Improvement
“There’s this trend toward self improvement and using this time constructively.” Jaimee Minney, senior VP of marketing and PR at Rakuten Intelligence.
This can be improving your mind, improving your skills, diet or even finding ways to make bank. According to Russell Research, more than 7 in 10 Americans set one or more self improvement goal during the pandemic.
Rise in Healthy Lifestyle
With poor cardiovascular health as an additional Covid risk factor, many are making positive healthy lifestyle choices to mitigate this risk.
According to Russell Research, about 1/3 of Americans set a goal to improve their diet or have already done so during the pandemic.
Sales of fitness equipment shot up 55% (Adobe) and Peloton’s stock has practically tripled since February.
Rise in Home Improvements
Houzz, an online home remodeling platform, reported a 58% annual increase in project leads for home professionals in June while McKinsey sites an 18% increase in home improvement.
How to leverage our human need for Change
Change as long term
Instill long term thinking and scenario planning then, create steps towards today, citing specific, actionable steps. It is time to make change a KPI.
Be the Change
I know, it sounds cheesy but, it’s true. This is specially true for the c-suite, the folks that set the cultural tone. Find new inspiration, meet new partners, find new research vendors. You get the point. Mixing it up always brings fresh thinking.
Be Authentic
The more we are ourselves, the more we can effect change. People believe others when they speak their truth. It is vulnerable and scary but it helps break through. This isn’t true of just people, but also brands. Don’t imitate category leaders, leverage what is truly authentic about your brand to set your own future.
Try Something New
According to McKinsey, 46% of American consumers saying they’ve switched brands or made purchases with a new retailer recently.
“The crisis has prompted a surge of new activities, with an astonishing 75% of US consumers trying a new shopping behavior in response to economic pressures, store closings, and changing priorities.”
Make sure they are switching to your brand and not away from it.