The psychology of lockdown: Navigating uncertainty

Dr Cristina de Balanzo, of human understanding agency Walnut Unlimited, offers a psychological assessment of the state of the nation during lockdown.

Why it matters

The government’s approach to dealing with COVID-19 has meant major upheaval in people’s lives; if brands can understand and address the psychological fallout from that, they should be better placed to help consumers now and in the future.

Takeaways

  • The human brain relies on patterns and routines; at this changed time, brands can play a role in helping people adjust to the new normal.
  • Behaviours can change quickly, especially if enforced, but attitudes are slower to follow – the new normal may not persist post-lockdown.
  • Marketers have normally focused on explicit needs, but now they need to...

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