3 Mindset Shifts for Women during the COVID Crisis

So much has changed so quickly as the world faces the coronavirus crisis, and as a result, women’s mindsets have changed.  It’s critical for marketers to understand the new filters women have as they interpret messaging and evaluate product choices.  Below are three mindset shifts to consider as you relook at your communications to women during the covid crisis:

(1).  Research shows that women’s anxiety levels are higher than men’s, so consider messaging that gives her restores trust, provides stability, and projects hope to assuage her fears.  A few suggestions:

• Emphasize the heritage of your brand and the long-standing pillar your business has been in serving her needs
• Reinforce your brand’s availability and reliability with the proven results it has generated
• Share your brand’s mission to restore faith in all that is possible together

(2).  Research also shows that women are more likely to be leading the transition for their families during this time, in addition to managing her work day.  Can your brand help “lighten her load” so she can balance both demanding roles?  Examples include:

• Emphasizing how your brand can save her time
• Featuring how your business removes added complexity she is facing
• Showcasing shortcuts or “hacks” with your product or service

(3).  Women are wired for community and are yearning for connection to others during this isolating time (hence the emergence of virtual happy hours that I’m seeing posted in social media!).  How can your brand create a feeling of human connection during this time, such as:

• Reach out with a phone call to your beloved clients to check in on how they are doing
• Host an online forum for your followers to learn more about your particular area of business
• Surprise and delight prospects through a personalized delivery or offer