Connection might be the only thing that is “Pandemic-Proof”
If you told me the distancing and consequences of COVID-19 would last this long, I probably would’ve moved to a remote island by now. We’re five months in and it’s looking like complacency is going to be the savior even before a vaccine.
....”It is what it is”. SMH.
I’ll attest that the biggest struggle in this extended American dream (turned nightmare) is the daily fight against our innate human wiring and DNA. Human beings thrive and continue to exist because of the inherent need to be with and around other human beings. That key nugget gets diluted easily when you factor in all of the 21st century’s variables and standards. Lump on the current vocabulary and reprimand of “staying safe during these uncertain times” and you can begin to lose sight of foundational elements that are always going to remain true.
Thankfully, there are some indirect consequences of our current reality that actually provide safe, appropriate opportunities for us to indulge our DNA and connect with each other. I’ve observed that in our current state of social interaction, the following behaviors are true:
“I need to be in control” - With the constantly changing rules and unpredictable environment we find ourselves in, we value our ability to control things more than ever before. Decisions like choosing to go to a restaurant for dinner are no longer important as we’ve placed new value on the environments we choose to step into. Should I be around other people? Is it safe to be inside? Is this how I get my groceries? These are all questions that were nonexistent in 2019 yet hypercritical today.
“Nothing dictates emotions more than another person” - Our source of humanity may have transitioned recently from an actual person to a live streaming on a digital platform, but the effects are still the same. We live and die by our need for connection to other humans.
“We’ve evolved” - Our natural "adapt and survive" approach has kicked in and served us well these last 5 months as we’ve found new places and new ways to connect with one another.
Stepping back, it amazes me to see how quickly we’ve adapted as a society in the last few weeks to be able to meet our innate needs. I still remember the unfulfilling Zoom meetings that were going to carry us through COVID and the lull that followed. Perhaps it was the impersonal, disconnected nature of these interactions that led us to reimagine how we could create and produce connections that are safe and approved - while at the same time, welcoming, live and personal.
Full transparency, most of my career has been in the live-events business around human connection. To say this year has been startling and tough would be an understatement. What I've recently found, though, is that despite COVID-19 keeping us apart, we've identified spaces and experiences where we can interact with one another in a new, safe format. Through observation and trial, key learnings have risen to the top and a few models have become apparent:
"Arcade" - Let the Consumer do the leading - Content and entertainment that is static allows for a participant to choose when and how they engage. They can come and go as they please, exploring only what makes them feel comfortable. We’ve learned that gallery shows, outdoor art events and museum environments are opportunities to connect with the consumer now and in 2021.
"Arrival" - Meet people where they are - Consumers are wary of attending something that puts them in a defined space for a defined period of time. When an experience arrives at the consumer, it allows for the consumer to choose their level of interaction that they deem appropriate. Our team has found success in pop-up parades, performances and experience parcels dropped on doorsteps and mobile sampling that prevents overcrowding.
"Micro-Amazing" - Give them a show - Reduced gathering sizes have allowed for non-traditional formats and spatial use that wasn’t previously practical. These settings won’t be viable forever and the consumer expects the experience to mimic that setting. Leveraging artists to do what they do best, allows for an exclusive moment of connection that will be cherished and appreciated. There have been remarkable examples of this from Dave Chappelle's farm shows in Yellow Springs, to concerts in environments so intimate that you could touch the artist.
These changes in behavior have me thinking and considering what's going to come of the next few years. How is control and emotional response going to continue to evolve? How will that shape the way that we do life together? Our wiring isn't going to change but the sparks may. I'm hopeful of that evolution and the ripple effect that it could cause. Despite our best efforts this year, we've been able to satisfy our core urge of connection. There is nothing that can suppress the need for humans to interact and socialize.