Let’s face it. There is no such thing as a ‘’new normal’’. We are in the midst of a historical period of disruptive change.
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What does this mean for the strategy and insights function at corporations, governments, and NGOs? What can they do to increase resilience and spot opportunities and trends in a continuously changing landscape?
Evolutionary theory states that the most adaptive of species succeed in overcoming the most severe challenges and crises. Humans are the most intelligent species on earth. We are able to thrive in the harshest of circumstances and environments. However, intelligence alone is not enough for getting through the crises in good shape. People can only succeed by working together. The pandemic can only be overcome by collective action. Therefore, intelligence needs to be sided by another unique human capacity.
In times of crisis the capacity for empathy is increasingly important for brands and organizations. Humans are able to step into the shoes of other people. Most of them are willing to follow guidelines because they see that they are part of a bigger community.
For effectively tapping into current trends the social and psychological antenna of the strategy and insights professionals of corporations, governments and NGOs is of vital importance. Instead of merely focusing on the product or service at hand, larger, human-centred and societal perspectives need to be incorporated as well. Organizations need to navigate through and be aware of audiences profiles and sensitivities. In times of crisis, social intelligence is at least as important as business intelligence.
The question is how to effectively integrate and ‘’add’’ empathy to the strategy and insights position within your organization. Firstly, it requires to look at consumers, citizens, donors and volunteers the way they are: people in all diversity.
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