A piece of metal in Utah shows us how to connect with the consumer during pandemics

If you have been active on social media lately, you have probably seen the pictures of a shiny geomtrical object placed in the middle of the dessert in Utah. The conspiracy theories have begun and it might be a sign of a changed mindset. So let´s take a look at how pandemics change consumerbehaviour.

Why we love conspiracy theories

Conspiracy theories have always existed. You might remember theories about the assasination of John. F. Kennedy, 9/11, UFOs, the fact that Hitler and Elvis should be alive and now -that the metal object in the dessert is placed by aliens. Conspiracy theories are fun to hear about, but lately they have become more than fun for a huge group of people. With the internet and its algorithms we sometimes end up in a rabbit hole, where everything we look for seem to be connected. In other words; we get the information we seek. This is ofcourse something we should all be aware of.

The interesting thing is however, why people are becomming so interested in conspiracy theories -and what it acutally tell us about the consumer of today.

An anxious brain will seek for answers

When we are in the middle of a pandemic, which is the situation right now, people will get anxious. When we get anxiuos our brain is programmed to relieve this pressure and get us into a more balanced state of mind. Our way to get to this point of relieve is by filling in the gaps. When we enter a time of stress, terror og trauma -we will seek answers immidiately. We will try to find meaning, which we earlier found through religion and science, but after Trump, we have experienced that not even science can be trusted anymore (for those who believe in Trump). This take us to a place and a state of a complete meaningless order and society. Which is scary for most of us.

Humanbehaviour affect consumerbehaviour

We are all humans -and this humanbehaviour will affect our consumerbehaviour. Right now (during Covid-19) we will experience an anxious consumer who is less open towards new ideas and products -and at the same time -more critical of things.

How to approach the anxious consumer

When we want to approach the anxious consumer, we have to understand that a humanbeing in an anxious state of mind will not try to add more into his or her life. Instead they will try to hold on to what they already have. This means your approach as a brand and a company should change as well. Don´t focus on how to add more to your customers life -focus on how to help the customer keep the looks, energy, confidence, time or control etc. The product or service is the same, but the approach is changed.

And when that is said, this is the time for brands to listen, be honest, be vulnerable, reach out and connect. Eventhough we are in a time of crisis, this crisis also open up for new opportunities.