Many aspects of our life were in a strange limbo already before the lockdown. Although automation and digitization showed huge benefits, the replacement of the human workforce was slow. (ethical balance). Although employees ask for flexibility in their daily routine, the home office or flexibility in work hours were rarely and reluctantly granted. Physical stores sensed the danger of e-commerce yet they were always betting on the human and inspiring aspect of a physical presence. The crisis has now forced this balance into a clear direction for better or worse.
In this ongoing research, we’re gaining a first understanding of how these hierarchies of human needs are being shaken up. We paused, listened to people and with them we collected insights to get an initial understanding of the transformations in their behaviours.
Just as people are having to adapt to this constant state of flux in their lives, so will this ongoing research. However, we are now at the beginning of developing some key areas where we believe over time the weight is going to be tilted.
