A Juxtaposition in Lockdown Entrepreneurs?
Firstly, I would like to offer my deepest condolences to those who lost loved ones to the coronavirus, as well as my immense thanks to all essential workers during this time and always.
The year of lockdown saw many elements of the economy shrink, sometimes even to the brink of collapse.
However, in juxtaposition, many used the paused world to launch businesses, work on passion projects, and bite the bullet on endeavours they otherwise wouldn’t have pursued. Sellers on Etsy, after usually increasing by around 10%, almost doubled in 2020 and 2021 from the previous year. [1] There seemed to be a mass realisation of ‘this is what I love, why don’t I try to make a living off of it?’ that resulted in an increase in bedroom entrepreneurs and creatives.
All starting or restarting businesses in or after 2020, the entrepreneurs I spoke to each had unique ideas, but all had been inspired and pushed by similar factors. I looked into how, with little else looking hopeful, a microclimate of optimism was created for business launches.
Many entrepreneurs that I spoke to credit personal and mental well-being that the lockdowns both encouraged and required. Spending so much time with themselves and their choices encouraged people to make decisions that prioritised their mental space, as this is where they were spending most of their time. As one entrepreneur put it: ‘I totally reevaluated my life and the direction I wanted to be going in - largely due to the lockdowns and the time they offered for reflection’. Many speak of a sense of self and purpose that they regained during this period. One business owner credited lockdown with allowing them to ‘reflect on what was important to me… I realised I had to step into being all of me’. The same business owner compared their previous corporate life to a hamster wheel, and that lockdown halted and allowed them to reflect upon it.
As well as the holistic time for inner reflection on self-fulfilment, plain old extra time was valuable to many lockdown entrepreneurs. The time that would have been spent working, commuting, or going out, could now be used ‘to plan, research and collate’ ideas that couldn’t be pinned down in the chaos of normal life. There was suddenly an opportunity to ‘train for a new career’ whilst not scarifying your current one, and gain skills with the abundance of time. Many that I spoke to also referenced the furlough scheme and how, whilst having a guaranteed income combined with guaranteed time, they could reassess their needs, skillset, and life direction. Rarely after leaving opportunity awarded.
Having time to do what they truly enjoy, whether this was baking, working out, writing, or art, brought many back to themselves and put into perspective their pre-lockdown occupations. People found themselves returning to old hobbies and crafts that had accidentally fallen neglected. After reuniting, few people wanted to return to a time when they forgot them again. Many hobbies turned passion projects became profitable, and a side, or sole source of income.
People that I spoke to who were in education at the time were aware of how the lack of social pressures allowed them to move into a more authentic version of themselves and their confidence. Fitness, cooking, and creative Instagram, TikTok, and YouTube accounts were on the rise as people realised their passions and ran with them. ‘It’s easier to risk failing at something or embarrassing yourself if you don’t have to go to school afterwards’ said someone who started a mental health and wellness Instagram in 2020. The shielding from harsh realities and repercussions of failure created optimism and confidence amongst young people, some of whose businesses are still thriving.
The rise in social media use was credited by most entrepreneurs as the main reason for their success. Many credit viral videos and posts for their business’ popularity and personal confidence to keep going. Potential customers were more reachable for businesses as viral content shared itself between people sitting on or near their phones constantly. There was a rise in entrepreneurs filming themselves handmaking their products or learning how to, packing orders, giving DIY tutorials, filming workouts, or showing recipes. The rise in social media also created virtual cheerleaders for small and new businesses as people became conscious of their consumption, of people making the best of lockdowns, and of the faces behind products. All of this well-received content could be harnessed to create a popular brand and business.
I was curious to learn how the lockdowns became, for many, a space of internal and existential reflection that led to trying new things, altering life direction, returning to old hobbies, and growing in confidence. These factors resulted in organic business ideas born out of genuine passion and humble beginnings, allowing one to reflect on the strangeness of lockdowns, but also, the strangeness of a timeline that allows no room for this.
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