https://durumis.com/ko/@ryan-reason/untact-trend-focus-on-the-deeper-structure-of-society-1-eohen16h

Continuing from the first post...

A client who owns a global beverage brandsaid that 'news' has been the scariest thing in recent months.They said.

Unannounced news of 'confirmed cases' in specific areas has stopped nearby businesses from operating or made people who were coming to those businesses scared and hesitant to come. Restaurant owners have continuously applied the culinary culture connected to their representative dishes, the structure of the store, its interior, and technological investments in order and payment systems, based on the expectations and changing demands of consumers visiting the store over the past few years.

They pondered what they believed to be a good meal, and they maintained and developed an ecosystem with cooperating companies such as food suppliers, closely cooperating with them, and this can be expressed as the current appearance of the store, a concentrated product of strategic choices in their respective businesses.

However, now, the client and restaurant owners in each region have completely lost their balance in the system they had been building gradually, and they are forced to reconsider what the meaning and role of the familiar restaurant should be, and how the strategic relationship and ecosystem connected to it should proceed financially.

Of course, it's easy to see that this level of change, which can be called 'temporary equilibrium', extends to many other industries and aspects of society.

Sporting events are completely canceled or held without spectators, and university graduations are staged in strange scenes with drive-through formats for people in their cars. Also, fashion has generally been about creating styles for small elites for a long time, but in a situation where people can't meet each other socially like this, it's unclear how much reliance can be placed on these small elites being socially imitated by the public, or whether they will be able to exert the same influence as before.

So, one question arises for everyone.

Will this kind of change continue in the future? When the Corona situation subsides, will we go back to the same normal state?

A huge social crisis can change the deep structure of society.

It doesn't seem possible to answer the question mentioned above at the moment. No data can tell us how people will behave and react in the future. Of course, we can refer to and pay attention to current trends related to people's revealed behavior.

For example, there are investments by companies in digital transformation that leads to work-from-home, accelerated online meetings, online education and e-commerce, which are expressed as the untact trend.

However,no one can guarantee how long these trends will last. Or you could go to consumers and ask them to tell you about their personal emotional changes and consumption predictions for the future, but the fact that people are already not good at understanding and expressing themselves is quite well-known. This is similar to how we can see the current phenomenon of a complete break in overseas travel based on the collapse of the airline industry, but it doesn't mean that people won't get on planes when overseas travel is possible again.

IfCorona 19 is truly another example of 'temporary equilibrium', then people's behavioral changes could be reconstructed at a much more fundamental level. In social science, this is expressed as 'change in the deep structure of society'.

The 'equilibrium' here can be seen as a concept where the elements that bind the social system together (politics, economics, etc.) and the activity patterns of internal members (in the case of humans, beliefs, values, norms, etc.) are composed of a deep structure that is socially negotiated. This deep structure is usually strong enough to resist or adapt to most external changes and threats. However, there are times when the existing structure collapses and a new deep structure evolves.

Human history has already shown that numerous social crises, such as pandemics, have changed the deep structure of our society and created entirely new bases for consumer demands, ideas, values, and behavioral changes.

The Black Death in the 14th century exposed the limitations of the religious governance tool of 'God's will' and became a catalyst for the collapse of feudalism. World War I was the trigger that drew attention to the validity of women's social labor force and brought about the possibility at the same time due to the absence of men who participated in the war. The 9/11 terrorist attacks also changed the way the global airline industry operated and its meaning in just a few years.

The best business opportunity in the world after Corona 19 can be gained by identifying how this crisis is gradually changing the 'deep structure' of our society and understanding the context in which the new demands, values and behaviors that people are experiencing exist.

This can help companies not only rely on the untact trend as a short-term response, but also establish a long-term strategy for sustained growth, clarify the meaning and potential of current untact related investments, and identify priorities for products and services that empower the changing customer, who is proactively taking the lead, to spend more time at home with work and everyday life.

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