Evolution of Communication in the Post-Pandemic Society
“ The world will never be the same”. We hear this phrase too often recently. Every significant event changes the life in society. Sometimes those changes are temporary and die out after few years. But in many cases, people have to adjust to irreversible changes caused by certain events. The pandemic of COVID-19 and the Lockdown caused by it has snapped the habitual lifestyle of millions, highlighting gaps in modern society. There is no aspect of life and economy that was not influenced by the lockdown. Healthcare ecosystem, economy and social life had to adjust and evolve in a matter of just several months. But now, as the dust settles down, we notice that some of the changes that happened and solutions created have made our society more efficient and adjustable. The Pandemic might have accelerated a new era in communication, consumption, and interaction.
The Great Online Relocation
One of the most significant impacts of the pandemic was on the economy. Small businesses and retail brands are often labelled as the main victims of the lockdown and the ensuing COVID-19 outbreak. But after a more careful examination, specialists started to conclude that Pandemic has forced the business world to mobilize its potential and therefore make a huge evolutionary leap.
Businesses started to adopt IT technologies and move online. Companies were working hard on preserving connections with their clients. They improved their online presence to get new ones. Eventually, they discovered new ways to be more efficient. Surveys indicate that at least 40% of businesses that had to go online to stay afloat are planning to stick to this course even after the quarantine restrictions are over. Modern problems call for modern solutions, so businesses had to adopt new marketing strategies that might have seemed irrelevant before. But this is not the end.
What About the Customers?
Quarantine restrictions have introduced many people to online shopping, education, and communication. While not being able to go to the gym, people discovered online coaches. Online shopping is having a golden hour. Educational platforms and online cinemas are as popular as they have never been before. Every solution that helps people get the desired products or information without the risk of being exposed to the virus is highly valued. But it will be naive to suggest that this is exactly the course of future events. Humans are social beings. As soon as the threat passes, people will be happy to return to the offline space. But not entirely. Surveys show that a great number of consumers grew to appreciate the convenience of online shopping, education, and communication. At the same time, they claim that they miss sitting in a bar, trying new clothes on, and the sense of belonging that you experience while visiting any public place or event. This sets a new task for businesses and marketing professionals in the future. The future consumer will want to get products and services fast and easy. At the same time, engagement remains an important segment of marketing. The fully automatized and computerized world still belongs to si-fi movies more than to the real world. Finding a perfect balance between the efficiency and diversity of online experience and sensational perception of everyday social life is the key to future success.
If Corona virus has taught us anything, it is not to try and predict the future. Nevertheless, it is naive to suggest that humanity will pass this period without significant changes in communication and consumption. Some tendencies that we already see make us speculate on possible paths that society will follow in the future. The only certain thing is that digitization of society that has started long before the pandemic, will continue. At the same time, being locked out for such a long period has made people reevaluate their offline experiences. Communication, healthcare, shopping, education — all those basic features of every modern society were influenced by COVID-19. And all of them will have to combine digital technologies with a personal approach to adapt to the post-pandemic society.
