6 EMOTIVE RESPONSES TO COVID-19 IN JAPAN
Preparing to Overcome
Japanese sentiments at the start of the pandemic and resulting recommendations for brands with a presence in Japan.
Methodology: An analysis of social media posts from December 18th 2019 to April 10th 2020 with the help of an algorithm that classified posts into emotive needstates based on pre-defined keywords.
CATASTROPHE IS NOT NEW TO JAPAN
The Japanese philosophy of 諸行無常 (Impermanence) suggests that all things with form eventually disappear, and glory or prosperity never lasts.
From massive destruction in WWII, Japan rose to become the world’s second largest economy. Japan has witnessed several natural disasters and epidemics, including the more recent earthquake in 2011.
We in Japan believe that all things are transitory: Accepting what we cannot control, working hard to prepare for what can be controlled, accepting individual responsibility, committing to a common goal, enjoying the simple joys of everyday, finding calm in the still moment, taking one day at a time.
IT IS UNDERSTANDABLE, THEN, THAT THE INITIAL RESPONSE TO COVID-19 WAS RELATIVELY MORE PRACTICAL
We called the sentiment from social media in Japan 'Prepare to overcome'. The idea that with the right preparation, we would move past the situation successfully. It was a more practical approach relative to the other APAC markets that Kantar studied.
While this was the overarching sentiment, different people reacted to the pandemic in different ways of course. Along with my team at Kantar, I found 6 different types of needs or responses to Covid-19 using Kantar's proprietary framework NeedScope. I am mentioning a brief summary below.
2. PERSEVERE & SUCCEED
1. FIGHT WITH DETERMINATION
3. STAY RATIONAL & READY
4. PROTECT & FIND PEACE
5. CHERISH THE EVERYDAY
6. DEFLECT THE PRESENT, DREAM OF THE FUTURE
BRANDS NEED TO RESPOND TO THESE SITUATIONS IN A WAY THAT SEEMS AUTHENTIC, NOT OPPORTUNISTIC
Understanding consumer language and needs is a first step to responding in an authentic way. Here are some examples of brands that did it well. Each of them chose an expression that was in line with their own brand identity, which made the initiatives impactful.
COLUMBIA SPORTSWEAR
Fight with determination
Sharing experiences, stories about adventure and tips on how to prepare mentally for the adventure, etc. Participants have included athletes, outdoor activity and adventure lovers around the globe, including Japan.
HONDA
Persevere & succeed
An ad that was written, directed, edited and watched from home - reinforcing the idea that success can and should go on, even with the restrictions.
YONA YONA (CRAFT BEER)
Deflect the present, Dream of the future
Famous craft beer brand Yona-Yona organized an online “Nomikai” (drinking party) on their official account - a good distraction and source of fun away from the stress of the situation.
