Four Trends That Will Exist Post-Pandemic

⌛  By Kaylin R. Staten ⌛

It’s no secret that everyone has had to deviate from planned courses of action and routines during the COVID-19 pandemic. 

Many business owners have struggled to figure out how to still make a livable wage and grow their businesses -- which may have not been deemed “essential.” We have had to make 180-degree adjustments to our everyday work and personal lives, from scoping out which store has disinfectant wipes to how to communicate to our target audiences in effective ways without being tone deaf.

Throughout all of the ups and downs, we have learned what works and doesn’t work for our daily work grinds and personal obligations. There are some things will stick with us. While these projections may not be the be-all-end-all strategy past the pandemic, I believe our world is forever changed. While our lives may go back to their own versions of “normal,” I don’t think any of us will ever truly be the same after this collective experience.

Here are four trends, in my opinion, that will exist post-pandemic:

More virtual meetings and less in-person ones.

As more states loosen their pandemic restrictions, we’ll see human interaction back in full force. However, it will still look differently than before, with face masks, social distancing, limited item choices, and more. Hourglass Media has always had a half in-person, half remote work environment. So, in essence, the 100-percent remote work model wasn’t as culturally shocking for us as for other workplaces. With that being said, the human element of public relations has had to pivot, with relationships being built more and more over virtual meetings, emails, phone calls, text messages, social media posts, etc. So, it was jarring to have to move everything into the virtual space, especially when you’re used to freely moving about your day without stay-at-home orders limiting your every move. The world was moving toward a more virtual workplace model, but I think the pandemic expedited this process. So, I look for more virtual meetings (via Zoom, our personal favorite Webex, or another platform) and less in-person meetings. Especially for the meetings that should have been emails! Some workplaces may even add remote work to their regular ways of doing things, too. (I am much more productive in a non-traditional work environment.) 

Changed needs and desires.

With most of us remote working and staying home, our patterns have changed or exemplified. Some of us use retail therapy to cope with the stress of the situation, while others have struggled to make ends meet due to unexpected closures, furloughs, and layoffs. We’ve collectively watched Netflix series, our states’ daily coronavirus updates, and used spring cleaning to help us fight off stress and boredom. You’ve seen the influencers, companies, and people you know who have used this period of time to communicate in a tone-deaf way. Whether it’s a celebrity expressing “empathy” from a multi-million-dollar mansion, companies not using the current situation to listen to what their target publics need, or someone you know in a multi-level marketing company trying to tell you their essential oils are safe for consumption and can ward off COVID-19 (FALSE on both fronts). The bottom line is this: all of us have changed, and our needs and desires have shifted, too. We have seen basic needs not being met and people waiting for unemployment benefits, with the tides of uncertainty ramping up new or chronic mental health issues. So, our perspectives and buying habits have greatly changed and will continue to impact our decision-making.

Leading with empathy and compassion.

In the same vein as the previous point of our changed needs and desires, companies will continue to lead with both emotions and data. We’ve seen, in many cases, that using one or the other will just not cut it, and that has been on full display during the pandemic. The companies doing the best right now have used a pivoted business strategy to meet target audiences’ needs without losing their own internal values. Messaging has centered on meeting those needs while also expressing empathy and compassion when people need it most. Everyone has had a distressing story to tell during the pandemic, and that collective empathy will continue to help guide decisions. Even as a public relations practitioner who is very used to communicating in sensitive ways, I have learned a wealth of strategies and tactics that will allow me to be a better communicator and show up for our target audiences.

An emphasis on introversion.

As a natural introvert, I welcomed the change of pace in many ways. I focused on pressing and back-burner Hourglass Media work, while also taking part in my natural introverted inclinations. I have been reading more, from classic novels to mental health self-help books. I’ve had time to think (which can be a blessing and curse), and I’ve been diligently working on myself and improving some habits -- while also letting some fall by the wayside. I know extroverts have really been struggling because they are used to consistent human interaction and recharge by being with other people. I do know of some extroverts who have embraced more of their introverted side, working on projects and relishing some quiet time. This introverted period has allowed people of all personality types to take a step back and really evaluate what matters to them. At first, the perfectionist in me was still like, “But, I can still do all the things!” I’m here to tell you -- the pandemic has really allowed me to re-evaluate what I choose to be a perfectionist about, and the list is shorter than it was pre-pandemic. 

What else do you think will be part of our everyday lives more?

Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV with 18 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, Luke’s mom, cat mom, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.