We all know by now that the world will never be the same after COVID-19. I mean, duh. But, as strategists and planners, it’s going to be interesting to make note of what we’ll need to change as well.

The world is changing. Our institutions are changing. People are changing. Through and after the coronavirus, people’s outlook will be altered just as it was after every other major world event. (WWI, WWII, 1918 Influenza, etc.) Here are a few things I found interesting that I think we should keep in mind.

Content keeps its throne.

Content was already king. However, the coronavirus is solidifying its reign. People want content as a distraction away from the horrors in the news. Netflix is seeing a spike in subscribers, people are watching their favorite late-night hosts on YouTube, and they’re mimicking workouts from what they see on a screen. Diversion isn’t new, but its importance is greater. Not only do we have messy politics in our lives, but the coronavirus has us shaking in our boots. The solution for many seems to be finding their happy place through content.

Empathy can conquer all.

Right now, everyone’s struggling. Some more than others, but everyone’s being impacted whether it be mentally, physically, socially, or financially. People can really appreciate that now. I’ve seen so many people doing great things for others by reaching out, sewing and donating masks, and supporting front-line workers. This can be an important emotion moving forward that marketers can use. Obviously, we shouldn’t abuse this, but it can be a great trend to consider when creating new campaigns.

What’s really essential?

Beyond essential and non-essential workers, people are determining what is worth actually buying. There are health risks with shopping and financial consequences for buying different items. I mean, it’s making me question my purchases. Do I really need it? With a likely recession, marketers are going to have to really emphasize what value their product or service offers. Why is it better to buy this rather than potentially trying to DIY it, like what so many people are doing now? Marketers may have to go beyond selling a feeling and really highlight their differentiation and value.

Nothing can stop us.

If there’s one thing I love most about people, it’s their ability to adapt. Yeah, change is hard and not always well received. But, ultimately, people learn to innovate and adapt. I could definitely see IG Live concerts requiring money for entry if we needed to stay in quarantine forever. There are dance competitions with an entry fee of a few dollars to watch. Marketers need to stay ahead of the curve and embrace the different evolutions as they pop up.