The Emotional Ecosystem

Introduction

Looking back, I don’t think anyone thought that the pandemic would last this long. We have been in this alternate reality coming on half a year now and riding the Corona-coaster is not easy. One day you are full of optimism, thankful for your health and family, the next day you are wondering why your school system doesn’t have a CTO, realizing they are on the same remote learning curve as you are. While the old systems that have supported us crumble around us, and the new systems feverishly innovate, we are left to our own resources, realties and emotions.

So, I thought I would find inspiration in our ever-changing world, capture our Covid emotional pulse and curate a collection of emotional trends, drivers really. Strange times call for fresh thinking so, these emotional trends are designed from the ‘inside out’. Trends tend to look ‘outside in’, approached from the category perspective to help clients understand how best to apply them. But that assumes a logical response and what we are experiencing is far from logical. After all, subconsciously, most of our decisions, choices, actions and behaviors are driven by emotion. Don’t believe me? Clorox wipes are on back order until 2021 and don’t even get me started on toilet paper.

Organizing trends via category also assumes categories are vacuums. If nothing else, this pandemic has proven how interrelated everybody and everything truly is. Culture is a thread that runs through all of us and the certainty of uncertainty looks like it is here to stay.

Being a human today is messy, downright scary and yes, highly emotional. We have been raised in America to believe that emotions are bad, they get us in trouble and since they aren’t easy to quantify, they tend to get swept to the side in marketing and branding. But, what if we dove into our emotions and found ways to leverage this understanding to better connect people and brands? So, let’s take a snapshot of how we are feeling and see if we can use this knowledge to empower brands to better navigate the New Abnormal.

Don’t be mistaken, culture lives in and around us. And these days, it is moving so fast that we can’t see what is really happening until it is in the rear view mirror. My hope is that by putting up this mirror and defining these universal drivers, we can apply the learning, be proactive and make some progress.

That has got to feel better than just getting sucked under the avalanche of bad news and feelings of helplessness that is surely permeating so many of us these days. Overcoming adversity is the American way and all this change has the power to give birth to a great reawakening.

Setting the Context

Before diving into the Emotional Ecosystem, let’s set the cultural context and shine a light on some polarities that illustrate underlying cultural tensions. These can make the Emotional Ecosystem feel more like an echo chamber. With all this change surrounding us, there is a re-ordering of values at play that I truly believe many of us are struggling with.

Today we are…

… seeing structures crumble around us but we are also struggling with the notion of the individual.

… acutely aware of our ‘herd’ but we are also living in our own bubbles.

… fighting over the validity of science but religion is still seeking control

… seeing truth die a slow death but we are also struggling with trusting others

… all sure we are right! but realizing we might be wrong.

… seeing death everywhere but struggling with the human need for re-growth

… digging deep for strength but struggling with the feeling or even power of being vulnerable

Taking a step back and looking at these dichotomies, you see how thin the line can be between these two sides and how interrelated they can be, contributing to the messiness of it all.

The polarity of the cultural context permeates the Emotional Ecosystem, creating space for brands to connect with people in meaningful ways. After all, trends have counter trends and the same is true in the Emotional Ecosystem. These drivers butt up against each other, rising and falling at record speed. We will explore the space between: 

Control and Change
We love control and fight change but deep down, we know change is inevitable.

Fear and Hope
What is stronger, the power of fear or the pulse of American optimism, that still beats on?

Truth and Perception
In a post-truth world, where is the line between the objective truth and the subjectivity of perception?

Polarization and Nuance
The frenzy pitch of our polarized culture and how nuance can provide comfort and progress.

Finally, comments are welcome. This is a collaboration. I want this to be a conversation, not a diatribe. While I might be starting the conversation, I hope we all can move it forward, together. But, please only good vibes welcome.

‘Control and Change’ next stop!!