The Bad Hair Cut

Probably your eyes are worn out reading another article titled and correlated to the current uncertain times of living in a pandemic. To bring some freshness and lightness to the overly saturated topic of Covid-19, we are going to compare the anxiety instigating concept to a simpler notion that we all have gone through in our lives, at some point or the other; A BAD HAIRCUT.

 

Just like Covid-19, a bad haircut is neither expected nor welcomed. Every individual copes with the effects of a bad haircut in a different way.

Some refuse to live their normal lives because the haircut has gravely affected all facets of their life, some choose to be brave and embrace it with courage, some choose to mask the reality of the haircut by covering and accessorizing it, some get creative and make it work in their favor, while some have stayed unaffected.

A bad haircut isn't a 2-day tragedy, its long term and impactful, just like the current reality. Based on conversations, experiences, and fact-finding, we rounded up some basic observations on how to survive and sustain this long-lasting bad haircut.

Our conversations are with different creative professionals from varied fields. (Sandeep Gonsalves from Sarah and Sandeep, Apeksha Maker and Vaishnav Praveen from The House of Pixels, Jasdeep Mago from Invisibile Illness India, Fashion stylist Meagan Concessio, Violetta of Yes What nails, Film Maker Irene Moray, Dr Ashna Rawat from Petcetra, Photographers Keegan Crasto and Shannon Lobo and Mumbai Foodie´s Ronak Rajani and Kabir Moorjani/ from Hundo Pizza)

 

• Embrace the crisis: The multiple stages of us being in shock and denial of the recurrence of this virus need to be bid goodbye by now. Be agile, active, and constantly educate yourself about the new changes that this pandemic brings or affects you as a professional. If you have always thought of yourself as an efficient multitasker but never have had the right time to prove it, nows the time! Trying and implementing new and foreign things to make yourself adaptive to the constant new changes is the key

 

      

 

• Get creative, ADAPT and become omnichannel : Continuing the first point, the ones creatively adapting to the multiple changes casually thrown at us on a daily/weekly/monthly basis are the ones that are appreciated or fruitful. Finding ways of making yourself present omnichannel, helps!

 

 

Becoming an essential doesn't necessarily mean you need to change your audience, product, or service. Adapt to the changing times to make yourself an essential or a need in the new normal.

 

 

 

• Move to digital: It's no secret that all our screen times have gone up intensively. We are spending more time scrutinizing content on our social channels, shopping for necessary and unnecessary things, playing online games, and the list goes on. Prioritize with being digitally present amongst your omnichannel persona. 

 

 

 

That being said, be more cautious with what, how, when, and where you communicate, the extra screen time and move to digital has made everyone more critical and with shorter attention spans.

 

• The consumer is a god more than ever: This is the time where you should go out of your way to be an overachiever. Be more flexible, communicate more with your audience, give more than asked, and try surprising your consumer or audience with pleasant and additional surprises. Study the consumer behavior of your consumer and adapt

 

Consumer sentiment and attitudes/ behaviour during COVID 19.
There is a significant variance in how consumers responded to the crisis and adapted to the next normal.

In the COVID-19 era, consumers and their behaviors were characterized by stress and anxieties about the future. Consumers' personal situations are influencing attitudes and behavior. Over the lockdown months, drivers of consumer behavior were personality type, self status, and brand images. While the plunge in consumer confidence and spending power can eventually recover, the impacts of the pandemic will be longlasting, monetarily as well as mentally!

The economic market crumpled pushing everyone to survive and now that consumers have spent the worst of the pandemic, they are emerging out prepared for the “new normal”.

The below series focuses on consumer behavior throughout the months of the pandemic focusing on consumer coping mechanisms, metaphorically through the cart of “life”

 

 

 

Be relevant and not diplomatic: We are living in a tough time where one is constantly seeking an emotional connection. One way of portraying sensitivity is by addressing or communicating things that are currently relevant or that need to be addressed in your field, community, or country

 

 

 

Emotional connection between brands and consumers can also be attained by pushing for the concept of self care. Products or services adapting or communicating via this strategy have been more successful.

 

• Do not give up on sustainability: 2020 did the job of well establishing the fact that sustainability was never a trend. Finding ways of still integrating this essential lifestyle choice in your products and services are appreciated more than ever.
• Be stingy when needed: Take a look at your business plan, evaluate capacity and resources. Mobilize every resource you have by being creative! The validity of this pandemic is uncertain, this is not the best time to splurge.

 

• Be patient, take some time for rebuilding: There is only way of staying sane through this whole roll coaster, and that is patience.

 

Try rebuilding yourself and don't be afraid to set goals.Also, create a contingency plan for the next crisis.

 

 It's only a matter of time we learn how to rock our bad haircuts and make it work in our favor.