What has changed in Human Behavior since the beginning of lockdown? How will home office change gender roles at home and more importantly, how are our needs and values changing when Covid is over?
Aljan de Boer is the Head of Inspiration at TrendsActive – an international trend consultancy, that turns sociocultural trends into actionable strategies to ensure brand relevance. Aljan explains why it’s important to differenciate between behavior and the inner needs & values in order to understand what exactly has changed in our society since the beginning of the pandemic…
Hendrik: Okay Aljan, what exactly are you doing at trendsactive?
Aljan: Trendsactive is a company, that helps organizations brands to stay relevant. We are constantly continuously looking at what drives human behavior, what are the values and needs of people, how does that change and what does that mean for an organization.
In the end if your not relevant for people. then you’re not in business.
Hendrik: In terms of Human Behaviour doesn’t change fast, what is your learning after last year with Corona. What has changed in human behaviour?
Aljan: Always be aware that the anatomy of human behavior needs to be defined first:
Human beings have needs and values, these drive attitudes and attitudes drive behavior. Behavior is what you see on the surface but an attitude is something that is inside of you. And needs and values are deeply within you.
For brands and organizations, these are very hard to find, cause you can’t just ask the people..If you look at behavior, we wash hands more, use face masks, don’t travel anymore, we do groceries through e-commerce, but deep down we’re still the same
We’re looking forward to party again, socialize and traveling…all things that we are missing right now. If covid is over, we will not stop doing those things, because we are still the same person we were before covid.
So if we look at behavior, some things change. But if we look at what is driving us, not that much is changing.
You can listen to the the full version of the interview in our podcast episode.
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