EMOTIONAL OVERLOAD

How we care for ourselves and others has been an important element in almost everyone’s life over the last two years as COVID has left many with more free time to rest and relax but also explore issues and injustices important to us, but how is how we practice care changing as we now return to normality?

We have all developed personal coping mechanisms to get through a host of feelings we have suffered with over the last two years as we have faced the realities of racial injustice, the climate crisis and gender inequality. All these events have led to a sense of numbness as we try to hide from the emotional overload we are currently experiencing. Many of us are apprehensive about the future labelling it FOFO (fear of finding out). To help tackle this, people will turn to more selective ways of approaching what we care about and how much we care for it.

This selective caring will stop people from spreading themselves too thin and leading to burnout. Many in the care industry have reportedly been diagnosed with compassion fatigue, triggered by helping or wanting to help those in need. We are learning that if we continue to spread ourselves in too many directions, we cannot effectively create the necessary change. This concept is not about no longer caring but about instead taking a step back and examining what has been presented to us and selecting an appropriate reaction.

Consumers suffering from this emotional overload will be looking to brands that help them care without having to give all of themselves. For some, posting support for a cause on Instagram is great; others could feel that it is too personal so knowing they can buy from a brand which supports issues close to them is a much easier way to feel like they are helping and making a change.