Hunker Down

Author’s Note: These essays are from the “unprecedented” year that was indeed like no other – 2020. The audience was marketers, but I think many of the lessons learned apply to many of us and will last far beyond the time that the word “unprecedented” (thankfully) no longer describes the times we live in. This one highlighted that we’re going to be “in this” for a while.

Volume 11: September 2020

“Hunker Down.”

That’s the latest direction for coping with the pandemic from Dr. Anthony Fauci.

That direction brought me back to my childhood. My dad would start each and every family vacation to Northern Michigan with “Hunker down, kids, we’ve got a long drive ahead.” I don’t think I ever thought too much about what “hunker down” actually meant. It came from 18th-century Scotland and means literally to lower the body by bending the knees, but it is typically used in this context: to make yourself comfortable in a place or situation, or to prepare to stay in a place or position for a long time, usually in order to achieve something or for protection. I am quite sure my dad’s definition would have expanded to include “be quiet and don’t fight with your brother,” but as we approach the six-month mark of changing our lives due to COVID-19, I think Dr. Fauci’s message to hunker down for fall and winter is equally clear — we’re not done with this thing yet.

Regardless of where on the spectrum of behavior change we are as individuals or a society (and it is most definitely a wide spectrum that changes frequently), we are all still going to be expected to mask up, avoid crowds, change our plans on a dime and even just plain stay home.

Reactions and responses to this ongoing expectation of appropriate behavior will be as varied as the compliance with behavior change itself. As with everything in these unprecedented times, there is no one-size-fits-all approach, which can be confusing, if not daunting. But ... if nothing else, these times do offer brands a tremendous opportunity to tap into new insight (and by the way, consumer insights have never been more needed, more profound or more changing, so your insights and research teams should be on speed dial) to make sure that messaging and product offerings match the mood of the times.

While advising us to “hunker down”, Dr. Fauci also warned us against underestimating COVID-19 in any way and even suggested that we should not fall victim to “looking at the rosy side” of the pandemic. That’s where I part company with his recommendations. I think as marketers and brand stewards it is actually our job to find the “rosy side.” We have an opportunity to actually help consumers get through this — with our products and services and our messaging.

Maybe we should use Dr. Fauci’s warning as our marketing mantra — let’s “hunker down” and provide meaningful ways to engage with customers.