Over It

Forgive me, reader, for I have sinned. Ok—maybe not sinned, but I broke the bubble of sitting at home for months on end in order to regain some sense of normalcy. If you haven’t caught on by now, I’m of course talking about the pandemic—after all, what else can we incessantly go on about, forever, just as it seemingly rages on—also forever.

Are you still intrigued? Do you pay attention to the headlines? Or are you finding yourself, like so many, exasperated and just plain over it?

They say there are two sides to every story, and with the way COVID-19 gets around, the story now has thousands of sides, with different beliefs, acceptances, and societal norms. This has led everyone to have some fractured sliver of what they will or will not do—and rationalize as normal behavior—during the pandemic. We’re in the midst of settling into month six, with summer becoming a fading memory, and the holiday gauntlet on the horizon. The one thing that seems to unite everyone, no matter what your stance is on masking, the threat level, or the seriousness, is that everyone’s tired.

We’re tired of restrictions, we’re tired of brands acting like babysitters and telling us how much they care about us, we’re tired of being told how long to wash our hands—and we’re tired of the other thousands of groups not having the same stance as we do personally.

We’ve seen the “over it” mentality affect everything from personal appearances in work places to zoom etiquette and dining. Can you say baseball caps at the executive table? Zoom show and tell with your pets—or screaming kids, running through the background? How about ice cream for breakfast?

Divorce rates are up, deodorant sales are down, everyone has their Zoom shirt and jammies, those outside of the corporate world are masked their entire shifts, everyone has become the potential enemy to everyone else—it’s a divisive time, indeed. It has led to a new era where we have helicopter brands, helicopter families, and helicopter strangers, all watching our every move and, in some fashion, forcing us to rationalize our decisions and choices.

So, as this continues, and we look at the holiday season (and beyond) in masks, lockdowns, and this twilight-zone reality we’ve wound up in, how long before everyone else is “over it” too? Will we be sick of Christmas and Christmas shopping when it gets here? Are people tired of waiting around for holiday decorating—who wants Halloween to start in September just because it’s something to do?

And beyond the holiday season—what happens as we circle around to next year and we’re still battling this? How long can people hold out while they wait for normal to return?

While brands struggle to adapt to new behaviors and consumer needs, they’re not looking into the fact that people are truly “over it” and that, in itself, is not something a quick purchase or loyalty can fix.