Covid-19 Impact on the Unconscious Mind

Report PDF

A report from the Project Simile teams at Olson Zaltman and Derive One LLC

Description

Using metaphorical measurement derived from Project Simile tools and methods, our team did a deep dive into the Metaphors, Emotions, Attitudes, and Behaviors of Boomers and Gen Z.

A note from our team

In the face of an unprecedented health crisis, we believe it is critically important to understand the unconscious sentiments surrounding COVID-19.

As humans, we often struggle to articulate our thoughts clearly, especially in times of crisis which tend to trigger intense emotional reactions. Rationality is the first to go out the door, as evidenced by our current shortage of toilet paper. We are not great at knowing why we feel the way we feel, language alone deprives public health officials, business leaders, and communications professionals of the insight they need to deliver messaging that is both empathetic and effective in changing behavior.

The pressing need for this type of understanding prompted us to conduct this study.