
Consulente e Temporary Marketing Manager, sono specializzato nell’organizzare, gestire e…
Quante volte alle persone care abbiamo detto “non preoccuparti“, convinti che per spazzare via la sofferenza basti non pensarci, non preoccuparsi?
Qualcuno, d’altronde, diceva: “Se c’è una soluzione, perché ti preoccupi? Se non c’è una soluzione, perché ti preoccupi?“. Un modo di dire che ha pervaso la cultura new age e la moderna psicologia da quattro euro (il costo di un libro in Autogrill) e che certamente nasce con la nobile intenzione di coltivare stati mentali positivi.
Perché, invece, dovremmo preoccuparci
L’etimologia del termine preoccuparsi, prima ancora che lo stato d’animo di inquietudine per un avvenimento che potrebbe turbarci, indica il fatto di pre-occuparsi, ossia di prevenire cercando soluzioni e rimedi a pericoli futuri.
Volendo cercare un filone di spiritualità, il buddhismo parla di principio di causalità. Se non desideriamo che capitino certi eventi, il modo migliore è fare in modo che le condizioni da cui sono generati non si ripresentino.
È opportuno cercare le cause e le condizioni che li favoriscono e agire per eliminarle. Da quando il Covid-19 si è diffuso, ci siamo preoccupati. Seriamente. Siamo rimasti in lockdown con la consapevolezza che solo così avremmo tolto forza al Coronavirus. Guarda caso, ha funzionato.
Preoccuparsi funziona, ecco perché dobbiamo continuare a farlo: nella preoccupazione c’è molta più preparazione di quanto si pensi, ed è assolutamente necessaria. Inutile dire “non preoccuparti”, dunque. Anzi, dovremmo tutti pre-occuparci delle sfide che minano la nostra sopravvivenza felice su questo pianeta.
Qualcosa mi dice che stiamo entrando nel primo decennio della storia in cui ci preoccuperemo seriamente dei problemi del mondo. Siamo onesti: fino ad ora abbiamo vissuto un’indifferenza generalizzata. Decenni di illusioni, che qualcuno o qualcosa all’infuori di noi avrebbe sistemato le cose; generazioni noncuranti dei tanti e complessi problemi di un pianeta che oggi ci ha messo improvvisamente di fronte ad una minaccia comune.
Perché non ci siamo preoccupati prima
Molto del nostro immobilismo ha ragioni nella resistenza al cambiamento: modificare lo status quo è arduo. Lo abbiamo visto in azienda, quando il nostro responsabile ha scosso il capo ascoltando una nuova idea, magari un po’ “fuori dagli schemi”. Oppure in famiglia, con la paura di trasferirci, di cambiare scuola, di cambiare città. Le abitudini sono dure a morire e, per la maggioranza delle persone, la comfort zone è morbida e calda come le coperte del letto d’inverno. Come specie umana siamo sostanzialmente pigri.
Se per formare un’abitudine bastano alcune settimane, per scardinarla può volerci molto di più. Nir Eyal, nel libro Hooked (occhio, è markettaro!), parla della relazione tra motivazione e comportamenti, e del modello della rilevanza.
Le abitudini cambiano quanto più è alta l’utilità percepita rispetto al “problema da risolvere” e all’aumentare della frequenza di quell’azione. Ad esempio, per cercare un’informazione andiamo dritti su Google, per comprare un prodotto su Amazon. Ecco, queste azioni sono probabilmente rilevanti e molto frequenti, in sostanza difficilissime da scardinare.
Se trasliamo questo principio alle convenzioni che hanno regolato la nostra vita per decenni, e che sono, ad esempio, alla base del climate change, vediamo come siamo pieni di abitudini che non siamo ancora riusciti a cambiare: utilizzare un’automobile meno inquinante o diminuirne drasticamente l’uso; acquistare prodotti a km0 o dall’origine certa e magari biologici “veri”; cambiare il sistema energetico della casa; prendere meno aerei per turismo o lavoro.
Perché ci siamo preoccupati ora
Sempre secondo Nir Eyal, per cambiare abitudini, ci vuole un trigger, uno stimolo che attiva una risposta. Più è forte il trigger, più ci sono chance di modificare un comportamento. La paura di prendere il Coronavirus è stato il megatrigger che ci ha fatto accettare di chiuderci in casa e modificare radicalmente il nostro stile di vita.
Inoltre, mai come in questo periodo siamo stati così esposti al grande dramma globale. I media di informazione sono passati dal caos e dalla frammentazione alla concentrazione. Le notizie convergono e la popolazione globale si è focalizzata, al punto che ci si è chiesti anche se questo flusso continuo di informazioni e notizie sia troppo. Ci pensate? Miliardi di persone a preoccuparsi del medesimo problema, condividendo stati d’animo, incertezze, soluzioni. Accettando di stare in quarantena per un tempo inizialmente indefinito.
Il fatto è che il Covid-19 costituisce una minaccia diretta. Rientra nei problemi di primo ordine, ossia quelli che sono facili da capire, hanno effetto immediato e riguardano direttamente l’individuo. Giro senza mascherina, mi contagio, mi ammalo. Il trigger è potentissimo.
Perché potremmo non preoccuparci ancora
In questi giorni girano molte vignette che, giocando sulla metafora delle “ondate”, mostrano come dietro la curva del Coronavirus, ci sia quella ben più grande e devastante del climate change. Del quale, come detto sopra, ci preoccupiamo senza occuparcene troppo.
Questo avviene poiché il cambiamento climatico rientra nei problemi di secondo ordine. Vediamo cioè il cambiamento climatico come qualcosa che avrà un impatto su qualcun altro, da qualche altra parte, tra diversi anni. E forse, ma soltanto in un giorno lontano, anche su di noi.
Mentre per i problemi di primo ordine “basta” un antidolorifico, per quelli di secondo ordine servono le vitamine. L’antidolorifico (il lockdown) ha effetto pressoché immediato per sventare la minaccia. Le vitamine, invece, (in questo caso, la riduzione del nostro footprint sul pianeta, che riguarda il modo in cui ci spostiamo, ciò che mangiamo, gli interventi strutturali alla nostra abitazione…) vanno prese per molto tempo e servono ad evitare che, forse, qualcuno vedrà sventata prima o poi una minaccia.
Insomma, capite bene che sono due questioni molto diverse. Quello che mi chiedo, però, è se possa esserci una correlazione tra problemi di primo e di secondo ordine quando accade un evento delle proporzioni di una pandemia. Possibile che quanto stiamo vivendo acceleri la capacità di pre-occuparci per questioni che non impattano direttamente la nostra vita, ma che potrebbero minacciare in futuro la specie?
Dal preoccuparsi all’occuparsi
Credo che la risposta a questa domanda stia nella capacità di mettere in pratica le giuste intenzioni, che ognuno di noi può aver sviluppato, sia nella propria vita che in questo difficile periodo.
Uno degli insegnamenti che dovremmo aver tratto, infatti, più che l’aver capito l’importanza delle piccole cose (che – scusate – è di una banalità disarmante) è che uno vale uno. Se non abbiamo capito adesso che ognuno fa la sua parte e contribuisce al bene collettivo, non abbiamo grosse possibilità di superare le prossime sfide.
Quindi, come fare la propria parte? Pre-occupandosi e mettendo in pratica. Mi pre-occupo quando sono in grado di:
- capire il problema e la minaccia che ho di fronte
- prendere consapevolezza che posso fare qualcosa in merito e che questo avrà un effetto
- pianificare le azioni che vanno nella direzione di risolvere quel problema
Poi, mi devo occupare della messa in pratica. E qui si fa fatica, perché – se parliamo di climate change – le abitudini sono dure a morire se il trigger non è forte abbastanza; le cose da fare sono tante e il risultato incerto e lontano.
In questo periodo ho maturato un’idea. Sono convinto che nelle scuole di ogni ordine e grado dovrebbe esserci l’insegnamento di messa in pratica. Immaginate di essere allenati sin da piccoli a vincere continuamente le resistenze, ad acquisire la capacità di agire per una giusta causa. Dal progetto all’execution, come nelle aziende.
Non sarebbe fantastico, sapendo quanto ci sarebbe stato utile oggi?
Cosa ne pensi?

Consulente e Temporary Marketing Manager, sono specializzato nell’organizzare, gestire e migliorare il marketing di piccole e medie imprese. Collaboro come docente di marketing con l'Università di Urbino e con MeliusForm Business School. Faccio anche parte di Warehouse Hub, organizzazione innovativa a vocazione sociale con sede nelle Marche.
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