Insights

Brands can help Canadians feel more optimistic about life after COVID-19

Posted by
Angela Carmichael
Insights

Brands can help Canadians feel more optimistic about life after COVID-19

Écrit par
Angela Carmichael

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.

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.

Angela Carmichael
President
With over 20 years of communications experience, Angela leads our talented FleishmanHillard HighRoad team and plays an integral role helping our clients through issues, crisis management and corporate reputation initiatives. She inspires her teams to produce compelling programs that are insightful, creative and drive business success for our clients.
Angela Carmichael
Présidente
Avec plus de 20 ans d’expérience en communication, Angela dirige notre équipe de professionnels doués chez FleishmanHillard HighRoad et joue un rôle essentiel en aidant nos clients face aux enjeux, en gestion de crise et dans leurs démarches pour la réputation de leur entreprise. Elle inspire ses équipes à mettre en œuvre des programmes efficaces démontrant une grande pertinence et créativité, tout en contribuant à la réussite commerciale de nos clients.