The Unchanging Man (or Woman)

It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.

Bill Bernbach

 COVID 19 has changed lives and businesses around the world. Fear and anxiety are the dominant narratives. There are many things COVID 19 will change forever, working from home becomes more normal- even a right, telehealth is no longer on the sidelines, education goes online, and many more. Some businesses are pivoting madly to survive whilst others are actually struggling with the growth they didn’t foresee coming.

But there are also things that haven’t changed. Things that stay the same. And as Bill Bernbach identified when we’re thinking about our messaging and communications at this challenging time focusing on the ‘unchanging man – or woman ‘ and their core needs, drivers and motivations can help us find a path through to connect with them in a way that is still relevant.

So instead of second-guessing what none of us know, ask yourself a different question.

What do I know that will not change? 

Dig deep into the questions they have in their world right now and focus on those fundamental human drivers which still influence their behaviour. How can I better communicate to those unchanging needs in today’s context?