There may be an atmosphere of paranoia and general eeriness outside, but inside there’s a ton of compassion and quality connection going on. Small businesses are seeking new ways to reach their clients, friends are overcoming the physical barriers, and people are rediscovering their creativity as they face lockdown. This may be a national disaster, but there is a lot of promise in the way people are adapting.
The most obvious change has been in the way small businesses are engaging their client base. Faced with a loss of income as people stay at home, businesses have had to adapt. Those selling tangible products are offering free delivery. Those providing services, such as Virgin Active, are taking them online. But convincing creatures of habit to adapt is hard work – enter social media.
Businesses, like The Book Lounge in Cape Town, that offer delivery are hard at advertising on social media. Delivery and online shopping have been around for years now but many of us still prefer the sensual experience of going into a physical shop – how to recreate that interaction online? The Book Lounge’s staff recommendations, which are posted on Instagram, seem to create a human connection to this new kind of interaction, reassuring people that this is still a boutique business. The Book Lounge was unable to offer comment due to an overload of delivery orders (which in itself is a comment).
Social media reaches people directly in their homes so it seems to be a great way of marketing, now more than ever. A platform like @supportyourlocal_ct wouldn’t have the reach it does without social media – it was set up just over a week ago and promotes small food-based businesses doing delivery to its 1000 followers. The combination of mouth-watering images, and a tug at the heartstrings (i.e. constant reminders that small businesses are struggling) has been very effective…
Social media hasn’t only been central to businesses, it’s managed to generate an atmosphere of warmth, realism and compassion that’s not generally associated with it. There’s hardly an irrelevant post in my Instagram feed – most people have united under the same hashtags. Whether it be the ‘Toilet Paper Challenge’ or the ‘See 10, Do 10 Challenge’, people are finding new ways to carry out their routines, have fun at home and share these experiences with friends. #IStayAtHome has been backed by numerous celebrities, which seems to establish a real sense of we’re-all-in-this-together.
Social media is often criticised for promoting unrealistic expectations and failing to substitute real-life connection. Right now, though, it seems to be doing a pretty decent job. The viralness of #IStayAtHome means that people are posting a ton of images that are both realistic and shows real creativity. There are influencers doing homework with out-of-school kids, stacks of book recommendations, dance routines and a lot of ordinary, down-to-earth activities.
The global scale of the COVID-19 pandemic has also led to a sense of unity that’s seldom experienced in the world. On Monday night, our president spoke of the importance of unity. In the South African context, the very mention of unity seems so unfathomable it often becomes laughable. But, as we grapple with our vulnerability, drop our guards ever so slightly and search for new ways to enjoy our lives, it seems like there is more than enough room for compassion and community.