An uncertain year brought us all back home.
Maryam Banikarim ???? ??
Advisor l Speaker | Co-Founder MaryamB & The Longest Table: Proud New Yorker.
This year hasn’t been easy, to say the least. We’ve rearranged our routines, stayed socially distant and adapted to an ever-changing “new normal.” Through it all, though, one thing has remained constant - home.
For many of us, 2020 has been a year when we’ve prioritized what’s nearest and dearest: our loved ones and pets, our neighbors, and our neighborhoods. We’ve found that when things get tough, even the smallest acts of kindness can impact our communities, from bringing groceries to a neighbor, to making signs thanking essential workers.
In return, our neighbors have been there when we needed them, whether it’s for a quick recommendation, help with errands, or emotional support. While 2020 has tested our stress levels, the good news is our local connections have benefited our health: A recent global scientific study conducted with Nextdoor found that knowing as few as six neighbors reduces the likelihood of loneliness and is linked to lower depression, social anxiety, and financial concerns related to COVID-19. After performing small acts of kindness toward neighbors, the number of participants feeling loneliness at the start of study was halved by the time it was completed.
Many in-person activities were canceled this year, but they continued online. Neighbors searched for and created community groups: On Nextdoor, pets and plants are two of the most popular connection points, and groups like “I Love New York More than Ever” and “I Love San Francisco More Than Ever” celebrate cities and allow neighbors to share ways to make them better. Sometimes virtual gatherings prompt real-world action, too, whether it’s with volunteer drives, neighborhood cleanups, or organizing to help small businesses.
This pandemic has reminded us that local businesses are our neighbors, too. We’ve helped them by placing online orders, buying gift cards, tipping well, and sharing recommendations. Posts or comments supporting local businesses have increased 248% on Nextdoor since last year. In addition, 61% of neighbors plan to shop locally this holiday season, and 72% plan to frequent local businesses more once the pandemic ends.
And though our holiday traditions looked a little different, we still made them happen. For Halloween, 63% of neighbors looked for fun and creative ways to celebrate, and some dropped treats down socially distanced “candy chutes.” Families gathered virtually for “Zoom Thanksgivings” and are doing the same this month.
Our holiday shopping is more local—68% of neighbors also planned to prioritize minority-owned and women-owned businesses—and this year we’re placing special emphasis on giving back to our communities. Nextdoor data shows that 32% of neighbors are donating goods, while 29% are giving money and 20% are volunteering their time. Food, masks and toys are among popular items neighbors are giving each other for free. Produce sharing has increased 201% since the start of COVID-19, and nonprofits like the Animal Humane Society and Operation Hope have seen a surge in donations.
Of course, some have relocated. A recent Nextdoor poll found that nearly one-quarter of members moved permanently, although some who left urban areas at the start of the pandemic have since returned to them. But no matter where we land, we’re all investing more time and money into our homes. (Lawn services, plumbers, and house-cleaning services are some of the most-searched services on Nextdoor.)
According to the 2020 Stress in America survey from the American Psychological Association, “We are facing a national mental health crisis that could yield serious health and social consequences for years to come.” This year topics of stress have increased, particularly around health, children, and school. To combat these effects, neighbors are engaging in efforts like the KIND Challenge, which encourages participants to perform kind, simple acts in their communities. Sell for Good lets neighbors buy and sell items that directly benefit nonprofits. The Make Every Block Better campaign supports small business owners.
It won’t be long before we turn the page on 2020 and welcome the new year with hope, determination—and vaccines. We’ve endured so much, but we’ve also become better neighbors and supported each other during one of the most challenging times in our lives.
By carrying these lessons into 2021, we’ll get through this, and our neighborhoods will feel like much more than the places where we buy groceries and park our cars. They’ll feel like home.
Maryam Banikarim is the Head of Marketing at Nextdoor, where neighbors come together for trusted connections and the exchange of helpful information, goods and services.
Global Vice President Sales @ Eastern Computer Exchange | Datacenter & Security Transformation Expert
4 年Nicely put and Amen !
Climate Action Buildings and Construction / Data Management / IE MRED Adjunct professor
4 年Very interesting, thanks for sharing
Chief Revenue Officer | Chief Commercial Officer | Strategic Sales and Partnerships
4 年Great piece Maryam-many of your insights represent the silver lining in all of this!
Private Equity C-Suite Executive | Chief Marketing Officer | Business Transformation | Board Member
4 年So true! And great work by you and your team to unleash the power of community in new and important ways.
Founder & CEO @ Hue | Your favorite community builder's favorite community builder | Keynote Speaker, Creator, & Author | Board Director & Advisor | Ad Age 40 Under 40
4 年BRB, on my way to join the “I Love New York More than Ever” group!