COVID-19 has created barriers to fulfilling almost all our emotional needs. Uncertainty has undermined our capacity to feel safe, secure, and in-control of our lives. Trapped inside our homes, we are no longer able to enjoy the same pleasures, nor explore the world. But, more than anything else, being in lockdown has created barriers to feeling a sense of connection, of being part of our usual social groups and nurturing our loved ones. The scale and scope of the global impact can feel overwhelming for marketers and researchers alike.
With consumers around the world deprived of social interaction, we have...