The trauma of lockdown can even be strong enough to actively change the participants’ personalities. Periods of isolation can lead to loneliness, anxiety, and even depression. It can also lead to us spending more time evaluating ourselves and comparing ourselves to others.
Marketers need to consider how consumer attitudes are changing and how their campaigns can play a key role in addressing their concerns.
Increasing isolation and spending more time on apps that make us more aware of how we look seem to lead to increased self-analysis that can lead to dysmorphism.
Although changes in self-image seem like an opportunity for marketers when they launch campaigns focused on self-improvement, Cambridge University statistics suggest that this body awareness came from a place of solitude. With more downtime and fewer opportunities to socialize, consumers have their negative emotions drawn into their appearance.
Isolation means more of us have time to stop and inspect ourselves in the mirror. Technology has also resulted in more people seeing reflections of themselves. With popular collaboration apps like Zoom, users regularly watch videos of themselves while talking to friends, families, and coworkers to keep up their perceived imperfections.
Effects on Marketing
Marketers will understand that consumers who have been receptive to more compelling fitness or beauty product campaigns may refuse to see idealized body images when they experience more binge eating and less exercise.
This conception of perfection is carried to the extreme by public figures, which has resulted in people becoming obsessed with a lost pursuit of perfection that cannot be repeated. An example of this is a TikTok bleaching trend started by a micro-influencer who uses 3% hydrogen peroxide to change the shade of their teeth.
The zoom boom correlated with plastic surgery requests, with more and more people being confronted with its imperfections. This is another area that marketers may need to reconsider as they move into the “new normal” landscape. When body awareness sinks, so can our tolerance for manufactured perfection.
Self improvement campaigns can help marketers find success based on healthy living. It might be worth avoiding negative reinforcement when targeting an audience. Body positivity or humorous campaigns can help people suffering in the coronavirus era and help them respond positively to brands.
Marketing for new ways of thinking
The campaign set ground rules for body-positive advertising and emphasized the importance of avoiding airbrush mockups and brand opacity.
Sure, Deodorant launched successful hashtag campaigns #MoveMoreAtHome and #KeepMovingMore when the company wanted to inspire consumers to exercise during the entire curfew.
Marketers tend to adapt quickly to change. With evidence that consumer attitudes might be different after the lockdown, 2021 could bring new advertising trends aimed at more personable and healthier campaigns. Basically, marketing in the new normal offers many opportunities to rethink the way consumers perceive brands.