London, June 28 (TIWN) To survive the Covid-19 pandemic, families the world over are trying to strike balance between daily routines and other more emotionally-laden and inspirational activities that go well beyond their daily schedules in order to counter massive disruption to their everyday life, say researchers.

"Rather than a combination of strategic activities and well-planned decisions, we found that when normality is disrupted abruptly, family care looks more like an intricate improvised 'dance'," said Dr Pilar Rojas Gaviria, Lecturer in Marketing at the University of Birmingham in the UK.  Although there has been a lot of talk about how COVID-19 has "slowed down" family life, the study in the Journal of Marketing Management by researchers at the University of Birmingham, University of Melbourne and Adolfo Ibanez University in Chile argue that this is not the case for every family. 

The teams found that when facing unplanned disruptions to family life, such as Covid-19, while some families may enjoy more free time because they are not commuting, others face unprecedented situations, such as disrupted careers, caring for others and suffering from the loss of income.  "We should avoid assumptions about families being affected in the same way. Many families are struggling with mental health while others are coping well. Many have lost friends or family members, others have not," said Gaviria.