Are you ready to party like it’s 2019? No? Me neither.

We’ve heard a lot about the joy and excitement of returning to ‘normal’ after the pandemic. And there sure are some perks. But, for some of us, this easing of restrictions doesn’t feel 100% like freedom.  

Instead, the prompting to re-enter society might be creating some new forms of worry and anxiety - and it’s reflecting in attendance trends for cultural events.

What is this feeling you speak of?

There’s already a name for it: Re-entry anxiety. This psychological phenomenon describes the difficulty to reintegrate into a ‘normal’ situation following an extended period of absence.

Don’t fret - it’s a completely normal and valid response.

People are out of practice - we can’t expect the hermit-like habits that we made during this period to simply disappear overnight.  

It also doesn’t help that ‘COVID-normal’ is an awkward state of trying to rejoin society, and figure out your ‘new normal’ while also still protecting yourself and your loved ones.

Previously, making the decision to attend generally came down to whether you had the desire and availability to commit. Now, decision making is a bit more complicated…

  • Is that a scratch in my throat?

  • Is my toddler’s daycare cough better or worse today? What amount of coughing is socially acceptable right now?

  • Should I wear a mask? Will I be judged if I do/don’t wear one? In fact, where IS my mask? Is my mask the right kind of mask?

  • Is the person I’m meeting on the same page? Don’t they have a sick relative? What if I put them at risk?

  • What about that event coming up? I really don’t want to be sick for the wedding/holiday/big work thing. What if I get COVID on X date and then can’t do X thing? What if I spend all this money and then can’t get a refund?

  • Is this even a priority right now? Maybe I should just pack it all in and move to Tasmania.

What does the data say?

The thing about social anxiety is it actually could get worse before it gets better. And that’s because relaxing restrictions puts more onus on the individual.

One longitudinal study found that since restrictions eased, people are actually more likely to report higher social anxiety as they readjust into their social environment. Further, the findings emphasised the importance of assisting vulnerable groups, such as those unemployed, lower wealth and younger, who may be bearing the brunt of re-entry anxiety.

Research suggests that as we start to socialise more, and grapple with new norms, we can expect social anxiety to affect more people - and for it to worsen cases of existing anxiety and depression.

And, according to the International Journal of Environmental Research and Public Health, ‘distress from negatively focused self-consciousness may also be increased by reliance on social media to communicate with others in social and working environments’.

It’s even dedicating a Special Issue to the topic of ‘Social Anxiety During COVID-19 Pandemic’ in 2023.

What does this mean for the cultural and community sectors?

Basically, this feeling is manifesting in greater hesitation, more last-minute decision-making and ultimately lower participation rates in some activities.

We recently released our August 2022 Live Attendance Update, which is based on a survey of over 2,200 attendees of cultural events. It showed that while 2 in 3 audience members are ready to attend events, there are a whole range of factors likely to inhibit attendance over the next 12 months.

One audience member said that they hold a “general ennui as a result of years of covid restrictions.”

Another said, “I have become accustomed to not attending events.”

An attendee also claimed, “I love and miss the arts. But honestly, post-COVID I do much less. I go out to less shows, I work from home.”

Almost half (46%) say that the risk of transmission will continue to inhibit their attendance in the next 12 months, while others point to the risk of cancellations, close contact rules, financial barriers or issues getting tickets.

We’re also seeing that some people are balancing competing priorities, such as social obligations and travel plans, leading them to limit their attendance and avoid the risk of transmission in anticipation.

Uncertainty continues to lead people to buy tickets for events scheduled within seven days (26%) or within the next three weeks (43%), which must be challenging even the most steely marketers.

What can we do? 

  • Allow time to recalibrate. Yes, these conditions are going to be with us for a while yet. It’s wise to manage expectations with your stakeholders, and doing so with research like the Audience Outlook Monitor can help (it’s not just you - it’s everyone!).

  • Implement targeted marketing. The market is increasingly competitive as every organisation tries to secure the attention of a reduced audience. Being more purposeful and tailored with our audience development strategies is key to getting cut-through.

  • Show people what to expect. A simple way to mitigate uncertainty is to show potential audiences what they can expect from the audience experience. This can be photos of the audience experience, COVID-safety measures, itineraries, maps and anything else that can prepare people.

  • Rethink ticketing models. If long-term planning is no longer on the radar of most audiences, it’s a good time to review the way we work. For instance, the Malthouse Theatre in Melbourne has recently switched to a new model where their seasons are announced in a rolling fashion, rather than as part of an annual program.

  • Offer ticket flexibility. In light of increased financial limitations for audiences and the ever-looming threat of falling sick and having to isolate, options such as free/reduced cancellation, easy refund policies, or ‘COVID-insurance’ are excellent methods of making people more comfortable with planning ahead.

  • Ensure there are digital opportunities. It may be tempting to focus all your attention on getting people in the door but it’s worthwhile facilitating some forms of digital engagement as well. This can benefit those with social anxiety, but also people with geographic barriers, caring commitments, access issues, etc.

Just as we adapted to the rules of the pandemic, we will eventually settle into a new normal. Be patient with yourself and your teams in this adjustment period.

Change can be a good thing. The pandemic shined light on issues such as the importance of protecting your mental health and maintaining a healthy work-life balance.

If this article raises any issues for you, or if you or anyone you know is struggling with mental ill-health or needs support, call or visit the online resources below:

Image credit: @heretotravel, Unsplash. Image depicting Olafur Eliasson’s ‘Your Rainbow Panorama’, 2011.

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About the Author

Melanie Raveendran
Digital Marketing Associate

 
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