The altered sleep-wake cycle that probably plagued you in 2020 doesn't seem to have adjusted itself. Lingering worries over a global pandemic and economic turmoil that prompted anxiety and wide-awake moments may still be keeping you up at night.
Add to those stressors even more reasons for night terrors:
Great Resignation
Violence in the workplace
Customer expectations
Cybersecurity threats
The metaverse
So, what is keeping you up at night, and how do you get through it?
Great Resignation
Even before 2020, employee recruitment hovered near the top of your biggest concerns list. Few businesses had enough employees to fill their needs. It's even worse now.
Burnout and high stress continue to drive employees from their jobs. They also cite higher salaries, greater flexibility, and opportunities for career growth as reasons to leave for other jobs.
During this Great Resignation, which affects industries across the board, leadership should be keenly aware of employees' needs and concerns. Managing the challenges of recruitment and retainment seems to be long-term, and keeping your employees at the center of your culture is paramount.
Gender, race and ethnic biases also contribute to staff unrest. To maintain a viable workforce, business owners must be sensitive to biases and committed to breaking down barriers. Employees, particularly millennials and Gen Z'ers, also view your commitment to the community as important as any job benefit.
Customer Expectations
The pandemic reshaped the consumer experience and expectations from the way we order food and consumer goods to what we expect from our consumer interactions.
After more than two traumatic years, consumers long for compassion and empathy as they adjust to their new normal. Now is the time to reframe your brand based on changes that you've undergone and to reengage with all audiences—employees, consumers, and other stakeholders. Strengthen those bonds by reinforcing brand values, services, expertise, and a high level of service that have kept them loyal to your system.
Improving customer experiences and satisfaction is necessary for a business’s long-term health. Adoption of more online purchasing during the pandemic paves the way to re-envision new ways to interact and engage consumers.
Cybersecurity Threats
Russia's invasion of Ukraine has probably kept you awake. Aside from the destruction and death of thousands of innocent civilians, the ongoing conflict also poses imminent threats to businesses in the US. As reported by the Wall Street Journal, Russian-affiliated hackers developed plans to attack and disable many businesses in 2020 during the height of the pandemic.
Government officials continue to warn businesses to take cybersecurity precautions as the US intensifies sanctions against Russia.
Best Marketing Practices, Despite the Worries
Amazingly, best practices for marketing to internal and external audiences haven't changed over the past two years. Keep messages consistent. Communicate clearly, openly and honestly. Reinforce your story and brand values.
With all the things keeping you awake at night, it might be easy to become a fear-monger. Avoid the temptation and remain optimistic in your messaging. No one wants to put their care in the hands of a brand perceived as weak and scared.
Keep in mind that many of the same things keeping you up at night are also preventing others from getting a good night's sleep. Know and listen to your audiences. What's worrying them? What are their needs? How do they want to receive messages from you? Reach them where they spend their time.
The Metaverse
Unraveling the mysteries of the Metaverse may not actually be keeping you up at night, but it's one more thing to wrap your brain around at some point. Everyone seems to have different definitions, but basically, when immersed in interactive 3D spaces, you are in the Metaverse (not in Zuckerberg's newly branded Meta).
All this to say, if ongoing worries are keeping you awake at night, try reading about the Metaverse. It might be a better sleep aid than melatonin.