Can We Handle One More Surge? Coping Skills Two Years Into a Pandemic.
Rounding the corner on the 2nd anniversary of the Covid-19 pandemic and another possible surge is looming on the horizon with the Omicron BA.2 sub-variant.
Can we collectively handle it or is this the variant surge that breaks us? With a recent analysis in The New York Times that found that levels of concern about Covid-19 and safety precautions were split beyond partisan lines into sub-partisan divisions, how much more mask wearing and distancing can we take? Or are we ready to just get back together and get on with it? And what does all of this mean for your business?
As the initial Omicron surge was at its peak in January, we checked in with the participants in Navigating to a New Normal to see how they are feeling and coping with this latest wave.
Frustrated and fed up
A year ago, participants had a range of responses from patient and willing to do what it takes to keep people safe to completely done and ready to get on with life. This year, even those who were patient and biding their time reported feeling “fed up” and “frustrated” as the latest surge put a crimp in holiday plans and general socializing.
Amid the arrival of the Omicron wave, there were changes to guidance coming from public health leaders as well as rules and regulations shifting around COVID by the states/government as they were learning about how this variant behaved and the impact it had. This was leading to a lack of confidence and mistrust around the CDC and government agencies, including from people that had been supportive of the agencies. “I hate the CDC. Nothing they say will ever mean anything again. Changing [the quarantine] to five days with zero scientific data is ridiculous” – Jenika, GA with many believing that the mask rules and regulations constantly changing are not backed by any kind of scientific data.
There is also a level of frustration and anxiety around the fact that hospitals are still backed up despite the rolling out of the vaccines. People are feeling frustrated that they still may not receive proper medical care in the event of a non-COVID related emergency.
Additionally, we heard exhaustion with the rifts caused by the pandemic. Some expressed feelings of isolation and sadness as they feel like they can’t speak to their families or friends about it to avoid any conflicts or rifts between them. “Main thing that I find the most frustrating is just the divide that it’s causing in close relationships with families and friends. It has become a big controversy that, to me, is even bigger than religion now. You can’t go and talk to your family about this stuff. And it’s literally tearing families apart.” – Dajon, AZ
What Does The Mean For Your Business?
Consumers can be forgiving but you need to be clear and consistent, and admit what you don’t know but are working to solve. Learn from the CDC’s experience – building trust requires a level of consistency and clarity so that people who are kind of paying attention can easily follow and understand what’s going on.
Where’s the ‘easy button’ to get things done?
“Getting anything done is a major production. People aren’t working a lot, so you can’t get what you need. Places are closed, inventory’s low. It just feels like everything is so exhausting to get stuff done.” – Jennifer, NYC
Adding to the agitation caused by changing rules and regulations, there just isn’t the stuff that you want available when you want it. Stores are closed, inventories are low and store employees are scarce which means customer service is wanting. Shoppers are not able to easily find what they need as they have in the past. In a society that is used to instant gratification, this is leaving people feeling unstable and at times, grumpy. “I went to the store because I needed a particular needle and no one was there [in that section] to help. They kept calling for someone to help on the intercom for 10-15 minutes, and no one showed up. It was very frustrating. Customers are getting the shorter end of the stick. We are not getting the service that we deserve.” – Lusi, IL While no one reported “losing it” with anyone in customer service, you can see where shoppers are at their breaking point and taking it out on store employees.
What Does The Mean For Your Business?
Again, clarity and consistent communication are key here. Enroll your customers by sharing with them what is happening. Are you waiting for a shipment that is tied up at one of the ports? Let people know that. It’s hard for someone to have empathy with a brand or business if you don’t give them any information to try to connect with.
Coping skills kick in to provide resilience
Despite all of this, people are still feeling resilient and believe they can take on whatever life throws at them next.
“I think we’ve been doing this long enough where it’s like, just throw another thing at me, we can take it.” – Brad
People are coping by adapting and not letting what is going on to bring them down. They are focusing on just living their lives as best they can despite what is going on in the world around them. “Adapting to it. I just gotta make the best of the situation and not let it bring me down” – Lusi, IL
Although many people feel like life will never go back to the way it was before the pandemic, most don’t want to go back to 2019, based on our prior survey results on people seeking change in their lives after the pandemic, currently 63% of all US adults as of January 2022. There is a focus on themselves and on self-care now more than ever before. That is showing up in the ongoing Great Resignation which sees 4 million people changing jobs each month.
Unlike a year ago, people are thinking about traveling and are making plans for the future so look for a busy summer travel season. “How long do we wait for things to be how we want them and then do we miss the opportunity? I'm done missing things. I'm done missing opportunities… We are surprising the kids with a trip to Disney.” – Jill, MI
What Does This Mean For Your Business?
While the light at the end of the tunnel seems to move closer and then further away depending on the headlines, we appear closer to the end than to the beginning. Now is the time to re-imagine how your business is going to move ahead into a post-pandemic era while mitigating the impact of current events, supply chain and staffing shortages in the short term.
How are you coping as we enter year 3 of the pandemic?
Check out our other thought pieces from Navigating to a New Normal
Header photo: Carolina Tolladay Vital with her custom COVID piñatas; courtesy of Tegan Hanlon, Alaska Public Media
