I’ve had many conversations with research participants over the past two years about how the pandemic is affecting their outlook. Here’s what I’ve been hearing recently.

I hear a lot about uncertainty and a reluctance to make plans. People see the world as being in a constant state of flux. The metaphors I hear most involve the ‘ground shifting beneath one’s feet’ and ‘feeling suspended in midair.’

People feel insecure and unsafe, helpless, and not in control of their lives and destinies. Closely related, they feel poorly served— even betrayed— by institutions. This crosses the political spectrum and all socioeconomic strata. The media, the medical establishment and government at all levels are seen with increasing suspicion. They don’t know where to go to get accurate information, and don’t know whom to trust.

Many seem to perceive our society as unraveling, and feel helpless to stop it. They grieve for life in the ‘before times,’ particularly in-person, spontaneous, carefree interactions, making new friends, and interacting comfortably with strangers.

Perhaps the most poignant comments have been about an acute sense of mortality. The pandemic has brought us face-to-face with death and serious illness, and that’s changed how we see the world and our place in it. As a result, people say they are reevaluating their priorities and work lives—they’re less willing to ‘go through the motions,’ and want work that is fulfilling, ‘that benefits people beyond just me.’

This is what I’ve been hearing. How about you? I’d love to know. And, remember all that talk at the beginning of 2020 about ‘the new normal?’ I’m pretty sure this is it. How long it’s going to last is anybody’s guess—this mindset could stick around for years, and brings with it some significant implications:

If you’re a qualitative researcher, it’s probably a good idea to allow participants space early in the discussion to get this topic off their chests. It will put the rest of the conversation into valuable context. I generally avoid bringing this subject up myself—rather, I prefer to let participants broach the topic on their own time and in their own way.

If you’re a marketer, it’s particularly important to conduct research to understand – in as much detail as possible – how the pandemic is affecting perceptions and decision-making. It’s also important to remember that these attitudes need to be tracked over time, as they are going to evolve.

All of us are subject to these feelings—we all face challenges and difficulties. As the incomparable Elaine Stritch used to say, “everybody’s got a sack of rocks.” As we move into the holiday season, we should all try to remember how fortunate we are, despite our worries. Even with feelings of disaffection and uncertainty, we can all find stability and joy in our relationships with the people we love. This is the perfect time of year to do that.