What happened?

The corona crisis is showing us how alike we are in our thoughts. In early March, on the same day, virtually all of us came to the conclusion that there actually was a crisis and that we should hoard toilet paper and hand sanitizer. A few weeks ago, we also apparently all concluded that it was OK to go out in droves, without any announcement from authorities. Meanwhile, during the lockdown, we all spontaneously decided to work out, ride our bikes and go rollerblading outside. None of these phenomena, trends, hypes or crazes are unique or new, but this crisis does confront us with these new forms of collective thinking.

What does this mean?

There are new rules of play and we have to learn to deal with them. We’re exploring the boundaries between what’s allowed and what isn’t and are keeping a close eye on each other in the process. It’s no wonder then, that we’re learning from each other, mimicking each other or that we just happen to arrive at more or less the same idea. Furthermore, many of these ideas are of course put into our heads by companies and their marketing channels. At the same time, this is also a morally charged period, making us extra aware of our own behavior and others’; who is breaking the rules and who is slightly exaggerating? On the beach, therefore, it’s not just crowded, it’s dangerously crowded.

What’s next?

This heightened awareness of our collective behavior can evoke different responses. We can accept the situation and possibly even derive a feeling of solidarity from it. After all, we’re all in the same boat, going through the same struggle. On the other hand, it’s conceivable that we’ll look for activities and products that still do make us feel original and authentic. This could lead to increased demand for more personalized products and services and, as soon as it’s allowed again, even more exotic holiday destinations.