Life the world over has been changed by current events and it feels as though the unpredictability of that is going to continue for a long time to come. However, patterns have started emerging and we are beginning to see the path that activity will take over the coming months. These activities will follow a pattern of peaks and troughs that each have a distinct way of life, defining the waves they create.

Wave 1: All coronavirus, all the time

This is the wave we are in currently. During this wave, all news and marketing will be centred around Covid-19. We are curious, anxious, and bracing for the changes we know are still coming. This means that communications during this first wave need to be focused on coronavirus and the effects that it is having on the world, our businesses, and our customers. Now is the time to acknowledge the situation and begin to provide any answers to which you have access. This content doesn’t need to be solely focused on the turmoil of the situation as this can both exhaust and frighten customers. Instead, try to inject levity where appropriate.

This wave is happening now, but it will soon hit its crest and life will begin to even out. Already people are migrating from being focused on the news and government updates to wanting more information about life in the current situation. 

Wave 2: Transitioning to online life

During the second wave of activity, we will begin to see more information about how to adjust to working from home longer term. We will see more development around how to maintain a social life and healthy living. 

As we progress through this wave, more and more adaptations will be created for coping with social distancing and lockdown measures. Although full lockdown procedures are not currently expected to be long-term solutions, we have to expect that a certain level of enforced isolation and distancing will remain in place. This necessitates adjustment to the way we currently operate. 

We expect that this period will range from around May, possibly through to February of next year. This one is a big wave as our ways of life transition to online and isolated functioning. During these months, it will be most important to listen to your customers and attend to their needs as directly as possible.

Wave 3: The new normal

Ah, the new normal. This is a phrase that has been bandied about quite a bit lately, but what does this really mean? Unfortunately, the currently projected timelines place this wave as too far away to have a clear idea of what it will look like in its entirety. What we do know is that the new normal that comes after the transition to online life will come after nearly a year of modifying our ways of working and living. 

This means that the future we are looking toward will be significantly different from where we are now. Preparing for this third wave of activity means doing our best through the upcoming transition wave and being what customers will need from us. 

As we have more information and the situation develops, there will be more clarity around how the new normal looks and what actions we will all need to take to stay atop the waves. In the meantime, your business should focus its number one priority on customer needs and attitudes. Customers will be influencing the direction your company takes and it is vital that you listen. Let’s all take that information and ride these waves out.