By Holland Cooke
- It’s better together
“This new era of togetherness is reshaping the dynamics of cohabitation and family living.” 42% increase in tweets about parenting 2019-2020.
- Fewer friends, better friendships
“Remote work. Awkward Zoom dates. Physically distanced barbecues. The shake-up of our typical social circles has forced people to re-examine their friendships and prioritize fewer, deeper connections. More than half of our poll respondents say they’ve made critical changes to their friendships — decisions that make them feel proud and hopeful.”
- Grieving, learning, healing
Despite political acrimony, “We are a country united in grief. We mourn the loss of lives, livelihoods, and our sense of security. Conversations on Twitter associated with grief jumped +51% year over year.”
- Mental health has entered the chat
“The coronavirus crisis has encouraged people in America to open up about their struggles with mental wellness and reject outdated stigmas. Talk of anxiety spiked in March but the newly transparent conversation has people feeling hopeful and empowered. For brands and employers, the way forward is clear: Act with empathy.”
- The rise (and fall) of sourdough
“Quarantine hobbies: lifelong passions or boredom Band-Aids? According to the talk on Twitter, the answer is both. Some people say they will remain sourdough stars, while others will get back to their usual culinary routine. As our country heals, the hobby obsession may be less of a universal truth.”
- Is the grind gone for good?
“The forced slowdown has given many people a moment to stop and reflect on how they live their lives. The talk on Twitter shows a yearning for simpler times. Conversations around #bucketlist and YOLO are back…It’s out with the relentless hustle, and in with a more wholesome, healthier sense of clarity.”
- New economy, who dis?
“The traditional 9-5 is over…And more changes are on the way. The WFH [Work From Home] conversation alone is up +375% year over year. So how can brands help as half the country struggles to balance life and work under one roof? Match nuanced experiences with nuanced messages.”
- Have you checked on your team today?
Tweets showing workplace appreciation increased +44% year over year, as did those expressing frustration, up +39%. “More than ever, companies must be attuned to their employee’s needs and act as humans first, advertisers second.”
- Give a dollar, give a damn
“The experiences of the last year triggered a deeper commitment to social responsibility. While Tweets about donating are up +69% year over year, people are also taking meaningful action to drive permanent change — and they expect brands to be right there with them.” 72% surveyed feel they are making a difference when they take part in what a brand is supporting.
- Walk that talk
“Racial injustice in America is not new. But today the conversation is surging with no sign of slowing. People and brands are stumbling and learning hard lessons in real time. We are all accountable for how we spend our time, energy, and money. Bottom line: Inaction is not an option.”
Where do we go from here?
“The talk on Twitter offers a precious window into the lives and minds of real people. Every lived experience in this country is unique. We all have our own story, our own pleasures and challenges. As marketers, we can find our place by paying equal attention to both the big cultural changes and nuanced behaviors of our audiences. As people, we can lead with empathy and act with humanity.”
Holland Cooke is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books (click the banner on this page). And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America. Follow HC on Twitter @HollandCooke