○ As many as 68% of consumers have identified with one or more of the Acute Stress Disorder criteria, since Q2, 2020.

○ 24% of consumers have been super alert and/or on guard since Q2, 2020. That number jumped to 52% in Q2, 2021.

○ 21% of consumers felt that their futures would somehow be cut short, in Q2, 2020. A year later, that figure rose to 34%.

Brand messaging has simply become more difficult today than in 2019. A hollow response just to make the sale will ensure a brand’s failure. To be successful, we must engage with our communities in an authentic way that goes beyond optics to reflect real values and right action within the communities we serve. This is what the CEI offers—a way to develop the kind of legitimate relationship that we all talk about, but most brands find impossible to create.  

Mindsets have changed more in the last three months than the previous ten years. Change on this scale means you can’t talk to your customers the way you did just a few months ago.

Sleeping Giant’s Consumer Emotional Index (CEI) explores consumer feelings, attitudes, and behavior of communities and individuals who live similar lifestyles, within a particular community. Understanding this is the first step to developing a deeper relationship with a brand’s community, which is needed as we are all experiencing a trauma informed moment. 

At Sleeping Giant, we’ve been studying how brands engage with the lifestyles that make up their communities since 2003. Our team of senior marketing and business execs, psychologists, researchers, and professors have been applying psychological theories to marketing strategies for many years and the results speak for themselves.

Our processes were not developed overnight, we’ve been working on these insights since the company began. Our internal processes and strategies uncover insights that typically go unnoticed.

We’ve launched the CEI, so others can easily understand how communities are feeling, what members are thinking, and their behaviors. This helps us know what lifestyles a brand’s community is comprised of, and the right timing and right action for communication.

THE PANDEMIC PARADIGM SHIFT

The impact of unexpected trauma has been coupled with a mind boggling amount of change, all of which happened seemingly overnight. So, we must take a moment to understand how a trauma informed perspective will facilitate new communication insights that will foster a deeper relationship with our communities than ever before. 

Brand messaging has simply become more difficult today than in 2019. A hollow response just to make the sale will ensure a brand’s failure. To be successful, we must engage with our communities in an authentic way that goes beyond optics to reflect real values and right action within the communities we serve. This is what the CEI offers—a way to develop the kind of legitimate relationship that we all talk about, but most brands find impossible to create.  

Brand messaging has simply become more difficult today than in 2019. A hollow response just to make the sale will ensure a brand’s failure. To be successful, we must engage with our communities in an authentic way that goes beyond optics to reflect real values and right action within the communities we serve. This is what the CEI offers—a way to develop the kind of legitimate relationship that we all talk about, but most brands find impossible to create.