BUSINESS: The Independent Eye: Biz Tactics A Consumer Psychologist Weighs In: What Businesses Need to Know During COVID-19 Crisis By Staff Thursday, April 9, 2020 12:08 PM WASHINGTON, D.C.—The Chamber of Commerce site, CO, offers a wealth of information and resources for small businesses across the country, from marketing advice to practical operation tips. Today, though, the website has a very robust set of articles and tools to help small businesses navigate the current coronavirus pandemic as well, via its Small Business Coronavirus Guide. In particular, a recent article, written by CO’s features editor, Barbara Thau, presents an enlightening discussion with Kit Yarrow, who has consulted with many brands, talks about the nation’s psyche during crises, and what’s critical to reaching consumers who are navigating the pandemic today.Among the many tips and advice in the article, geared to owners of small business, are nuggets of advice to help avoid “tone-deaf” messages to consumers today, help on maintaining a “we’re here for you” supportive approach and advice about being of service without being self-serving; replacing pure selling with meaningful, other-oriented storytelling; and rather than touting their generosity of spirit, demonstrating it, Yarrow said.Yarrow, a consumer psychologist, commented, “Businesses that recognize that connectedness is ‘a human imperative’ and adapt accordingly, will strike a more resonant chord with consumers and stoke their loyalty long term,” she said.Another important point made by Yarrow is a shift where consumers relate to “everyday heroes.” She points out, ““We have a big, huge shift away from [exalting] phony actors and authorities, and toward those around us — the truck drivers, teachers, nurses, employees showing up to work,” she said “Suddenly, our interest [has shifted] from what these superficial big shots are doing to the people around us making our lives and businesses [better].”Yarrow tells CO, “Now is the time for companies to champion their employee heroes, she said, and an easy way to do so is to spotlight and celebrate workers on social media. ‘Here’s Bob delivering your groceries, here’s Nancy in pediatrics working in the hospital — she’s showing up for us … while the rest of us are quarantining ourselves,’ Yarrow said.