It’s week seven of lockdown and we’re all wondering when this is going to end. When can we see our families? When will we be able to go for post-work drinks? Will we ever have a decent haircut? Living in completely unprecedented times, it’s understandable that the uncertainty is getting to us, with 9 in 10 finding the unknown a challenge.

However, despite said difficulties, we are refusing to wallow. In true British fashion, wartime spirit of ‘keep calm and carry on’ has come to the fore with more than 60% of us coping better than expected. 2 in 3 Brits believe this mentality is appropriate at this time, meaning lockdown has not resulted in total shut down. Can’t see family? Send them flowers or a postcard. Can’t celebrate your birthday? Have a virtual house party. Can’t get married? Get dressed up and say your vows anyway.

It’s down to consumer perseverance that Google searches for TouchNote have increased tenfold since the outbreak and Channel 4 announced a new show, ‘Wedding in Lockdown’, giving disappointed couples a chance to get ‘married’ virtually with the help of a celebrity cupid. If we are not adopting a ‘do it anyway’ attitude, we’re using the gift of time to be resourceful in other ways – 1 in 5 of us have tried something new and most intend on continuing these habits beyond lockdown.

Many brands have been quick to innovate and adapt to our positive ‘carry on’ spirit and are offering their customers opportunities to make sour situations that bit sweeter. Classic British events such as Grand National and London Fashion Week either have gone, or will go ahead, albeit digitally, for the first time in their histories. Further, restaurants such as Wagamama and Pizza Express are releasing their recipes so we can enjoy our firm favourites at home, generating an overwhelmingly positive reaction on social media.

Despite difficult times, we are looking to dance in the rain, and brands who are able to help us do this are likely to reap the benefits in the long run.

Sources: Lightbox Love, Bauer Media, Google Trends, Brandwatch