At the beginning of 2020, no one could have predicted that we’d be going through a global pandemic and a period of social unrest at the same time. With no clear end in sight, consumers aren’t seeing the world through rose-coloured glasses anymore. As we struggle to define the new “normal”, it’s better to be more realistic than optimistic about life after the onset of COVID-19.

In our global study, COVID-19 Mindset: The Collision of Issues, we found that Canadian optimism is lower than other countries – as a country, we’re doubtful things will get better soon:

• 61% of Canadians believe it will take between five months & more than one year before life gets back to “normal”, compared to 50% globally.
• 21% of Canadians believe their quality of life will get better over the next six months.
• 20% of Canadians believe their financial situation will get better over the next six months.
• 14% of Canadians believe their career/economic advancement will get better over the next six months.

So, how can brands start helping Canadians feel more optimistic about the future? For starters, brands shouldn’t rush things on the road to recovery; instead, they should acknowledge that the fear is real and put people first. Always. Everyone is struggling, so it’s important for brands to demonstrate patience and empathy as consumers seek to regain control and feel good about the future again.

COVID-19 has changed the world forever, but whether it’s for the better is still to be determined. For brands, this is an opportunity to make changes that help consumers and have a lasting positive impact on society.

Looking for more information and advice on the road to recovery? Find the latest COVID-19 insights and resources or contact our team.