Are you paid what you're worth? Try out our free, real-time salary comparison tool

Find out more
Aquent
  • Services
    • Recruiting Services
    • Overview
    • Contract & Freelance
    • Permanent
    • Temp-to-Perm
    • Aquent's Book
    • Digital Accessibility
    • Managed Talent Services
    • Digital Solutions
    • Aquent Studios
    • Workforce Services
    • Overview
    • Square Deal
    • Employer of Record
    • Project Management
    • RoboHead
    • Professional Development
    • Team Readiness
    • Gymnasium
    • Events & Activations
  • Find Work
    • Search Jobs
    • Areas of Expertise
    • Compare My Salary
    • Talent Benefits
  • Company
    • About
    • Blog
    • Insights & Resources
    • Events
    • Client Success Stories
    • Security
    • Careers at Aquent
    • Social Responsibility
  • Contact
  • Login
  • Australia
    • France
    • Germany
    • Japan
    • Netherlands
    • UK
    • USA/Canada
  • Services
    • Recruiting Services
    • Overview
    • Contract & Freelance
    • Permanent
    • Temp-to-Perm
    • Aquent's Book
    • Digital Accessibility
    • Managed Talent Services
    • Digital Solutions
    • Aquent Studios
    • Workforce Services
    • Overview
    • Square Deal
    • Employer of Record
    • Project Management
    • RoboHead
    • Professional Development
    • Team Readiness
    • Gymnasium
    • Events & Activations
  • Find Work
    • Search Jobs
    • Areas of Expertise
    • Compare My Salary
    • Talent Benefits
  • Company
    • About
    • Blog
    • Insights & Resources
    • Events
    • Client Success Stories
    • Security
    • Careers at Aquent
    • Social Responsibility
  • Contact
  • Login
  • Australia
    • France
    • Germany
    • Japan
    • Netherlands
    • UK
    • USA/Canada
Skip To Content Skip To Footer

“Normal” died this year

“Normal” died this year as a new reality shaped our lives. Covid_19 took away a lot of what we considered “normal” everyday life.
Share to Facebook Share to Twitter Share to LinkedIn
04/11/2020
Richard Sauerman

“Normal” died this year as a new reality shaped our lives. Covid_19 took away a lot of what we considered “normal” everyday life. Things like going to work, going on the bus, going to the movies, going to the beach, going for a walk, going on holiday, going to weddings, going to funerals, going anywhere. Things that were replaced with staying-at-home, working-from-home, staying in quarantine, locking down the hatches and doing whatever it takes to avoid unnecessary human contact and having fun. This, the so-called “new normal”. 

The word “normal” actually died on March 11, 2020, when the World Health Organisation declared a global pandemic named COVID-19. I remember hearing it on the radio in a cab. I raised my hands to my head and muttered a quiet f**k.

Shit had just gotten very serious, and life as we knew it was about to change dramatically and at great speed.

That evening I warned my housemates, who pretty much laughed me off as being a hysterical prophet of doom and gloom, and to lighten the f**k up. They changed their tune about a week later as the lockdown laws started spreading across the country on the daily news. “You mean, I can’t go to the Darlo with my mates on Friday night?” Exactly. “Normal” just died buddy, so start getting used to it. This, the so-called “new normal”.

Maybe the old “normal” was boring anyway, and in need of a good shake-up. I don’t see it that way. “Normal” is not the same as “average” or “boring”. It can be taken that way, just not this time. This time, “normal” is an illusion. What is “normal” for the spider is chaos for the fly. What was “normal” in 2019 is chaos in 2020. And what is “normal” in 2021 is anyone’s guess.

At least we now get to appreciate the things we used to take for granted and smell the roses once again.

2020 was a year of change – from one “normal” to another – and the “change” word I reckon is key here. People don’t like change. People don’t leap out of bed in the morning shouting, “F**k yeah, another day of change!” And when that change involves upending the everyday things that are our everyday lives – our routines, our patterns, our grooves, our habits, our expectations, our “normal” – it leaves us with a surreal, super-uneasy feeling.

If there is one lesson we have learnt in 2020, it’s that there is nothing normal about “normal”. Get used to expecting the unexpected. It’s a useful life skill in a world that’s changing at light speed. And if, perchance, you are in a rush to return to “normal”, remember to consider which parts of normal are worth rushing back to.

And if there is a second lesson we have learnt from 2020, it’s that working through illness is not a badge of honour.

If you're sick, stay at home.

 

 

 

About Author

I am The Brand Guy. I create strategies, communication campaigns and workshop experiences for Branding & Marketing, Change Management, Employee Engagement and L&D projects. I also co-run a Brand Strategy & Communication Company in Sydney, called Brandcraft. After working in multi-national ad agencies on brands such as Coca-Cola and Microsoft, I pioneered a new way to do branding where everything you DO and SAY as a business must be driven by and aligned to your brand strategy – especially your people and culture. I call this your Brand on the Inside, and it all starts with your people. You can buy an employee’s time and physical presence at a given place. But you can't buy their enthusiasm, their initiative, their loyalty, and the devotion of their hearts and minds. Organisations have to earn these things, and that’s what my work does. I also deliver keynote talks and run workshops on BIG YOU, Branding, Change & Innovation, Peak Performance, Sales and Customer Service in the Change Management space - for corporate clients as well as at conferences and seminars (pre-COVID that was). I have published two books; I am a regular contributor to blogs and podcasts; I do a few pro-bono and low-bono branding projects every year; I appear in the media on brand-related stories. I’ve been ranked in the Top 30 Global Branding Professionals (Gurus) for the past 6 years.

Author's website

AskAquent

With 35+ offices around the globe,
we're everywhere you need us.

United States

  • Atlanta
  • Austin
  • Baltimore
  • Boise
  • Boston
  • Chicago
  • Stamford
  • Dallas
  • Detroit
  • Houston
  • Indianapolis
  • Los Angeles
  • Miami
  • Minneapolis
  • New York City
  • Orange County
  • Orlando
  • Philadelphia
  • Portland
  • Richmond
  • San Diego
  • San Francisco
  • Seattle
  • Silicon Valley
  • Washington, DC
  • Milwaukee

Canada

  • Toronto

France

  • Paris

United Kingdom

  • London

Netherlands

  • Amsterdam

Germany

  • Berlin

Australia

  • Melbourne
  • Sydney

Japan

  • Tokyo
  • Osaka
  • Nagoya
  • Fukuoka
Aquent
Login Find Work

Find out who we are

We are a global workforce solutions company that transforms how organisations achieve their digital marketing, creative and development goals through their most important asset—people.

Get to know us

Acknowledgement of Country

Aquent acknowledges the Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders both past and present.

Company

  • About
  • Contact
  • Blog
  • Careers at Aquent
Twitter Facebook LinkedIn Instagram YouTube

Affiliated Sites

  • Aquent Studios
  • Gymnasium
  • RoboHead
  • Vitamin T

Support

  • Call Us:
    Sydney: (02) 8288 8288
    Melbourne: (03) 9244 9999
  • AquentAustralia@aquent.com
  • Privacy Policy
util.access.skip.nav Skip To Content
© 2021 Aquent. All Rights Reserved. Aquent is a registered trademark of Aquent LLC.