The Legacy Of COVID-19 with Geof Rochester
an imperative for all brands to exhibit their social purpose mission
The dramatic spread of COVID-19 has disrupted lives, livelihoods, communities and businesses worldwide. Brands have had a whirlwind of reactions to the pandemic that is COVID-19 which undoubtedly has changed the landscape of marketing and advertising in some ways forever.
Organizations around the world are coming together and finding innovative ways to help their employees, other companies and individuals to limit disruptions to economies and supply chains.
We’ve asked one our senior advisors, dear friend and marketing expert Geof Rochester to talk to us about how brands are reacting in the space and specifically ways brands are giving back and actually rallying during this time we are #TogetherAtHome.
Phocus: How are people and brands giving back and evolving during COVID-19?
GR: The undeniable truth of the legacy of COVID-19 will be an awakening with regards to individual and corporate social responsibility efforts. With specific regards to corporations, the movement around a reexamination and redefinition of capitalism has been building for some time now with increasing emphasis on issues such as corporate social responsibility, the rise of the B Corp, the role of the Benefit Corp. This trend has been researched closely by Edelman and reported on by Sustainable Brands. Most recently Edelman researched the specific impact on Covid on “trust”. The conclusion, more than ever the public (globally) is looking for leadership during times of crisis.
“Cantina Royale, a local Williamsburg Brooklyn restaurant where the owner (Diana along with partner Ron), have provided 50+ meals to Jamaica Hospital. In Denver, students at North Glenn High School 3-D printed PPE masks for health care workers in their local community. Amazing.”
On the brand side, there is abundant evidence of corporations stepping up in obvious and non-obvious ways from pharmaceuticals accelerating efforts to bring drugs and vaccines to market (clearly within their vested interests) to auto manufacturers retooling to make ventilators.
Phocus: Do you see a disparate reaction coming from different industries?
GR: Clearly different industries are displaying different strategies. What I’m struck by is that every sector is trying. And not just in actions (i.e .raising money for care workers, or providing flexibility on purchase financing, but also in storytelling which i think is critical. And yes, many will be criticized for “greenwashing” or inauthenticity.) This does not bother me. Between the choice of a brand saying nothing, vs, trying to thread the needle on their role I prefer that they try. This is a still relatively new phenomenon, social purpose moving into the core of the brand platform. This will take years to get right, but it forces a conversation internally about mission, vision, values and connectivity to product features and benefits. A very important conversation to be had. Just take Pepsi for example. Years ago they were part of the debacle with the Kendall Jenner ad trying to project a global message of unity, peace and understanding. ... Initially, Pepsi stated,
"This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that's an important message to convey"..
Just this past weekend they were part of the very successful effort along with Lady Gaga, and Global Citizen to raise $127M for virus relief efforts. That’s a major step in the right direction. And no, Pepsi is not a “perfect” product or company, but they are trying.
The latest moves brands are making to deal with the fallout, in reverse chronological order - AD AGE
Phocus: What brands do you think are doing an excellent job at the response to COVID-19?
GR: I’m a big fan of Procter, having worked there and Coke (Bea Perez their head of sustainability is a “rock star”) so they are both always on my radar. Both have done exemplary, very innovative programs.
P and G, along with their agency Grey leveraged Tik Tok and its star, Charli to garner 8 billion views advocating for social distancing. Incredible.
·Coke, launched a very underreported program where they have turned over their social media channels (Twitter, Facebook and Instagram) to non-profits like the American Red Cross. and Boys and Clubs in order to help them to to amplify their messaging.
The survey, done earlier this month with 1,004 US adults, found that they view companies as critical stakeholders — not only in current relief efforts, but also in longer-term results. In fact, a third of US consumers have more faith in business to create solutions to address the coronavirus pandemic than other entities, including government and nonprofits.
Phocus: Anything you've seen that is very unexpected? re: reactions?
GR: Some things that have surprised me include:
Shake Shack returning the money….and so quickly….lesson – transparency the new normal!
Carnival – offering cruise ships as floating hospitals. Not sure they actually implemented this, but I thought it was bold. I’m know this has been done in the past in the case of natural disasters but as a sustained strategy i.e. cruise lines providing inventory, available on demand anywhere in the world for disaster relief, this intrigued me as a reinvention of how we see their role.
Brands changing logos/slogans to promote social distancing - very clever as well
Carnival Offers Cruise Ships to Relieve Strain on Hospitals
Carnival Corp. is making its cruise ships available as floating hospitals to help relieve stress on the health-care system, an offer that President Donald Trump said he would discuss with governors.
Carnival Offers Cruise Ships to Relieve Strain on Hospitals - Bloomberg
Phocus: How do you see the travel industry changing over the next years and the next 5-10 years?
GR: Where travel goes is clearly anybody’s guess. On the Business side, everyone has reviewed their sales tactics and it’s obviously all about digital engagement. A lesson learned in 2008 is that we all probably travel a bit too much, so some of that volume may never come back. Especially when you add the societal pressure around climate footprint, (the “Greta Effect”). On the Leisure side folks are reporting that there will be increased demand for shorter trips, near term. The industry perspective is based on the learning from SARS in that it will take 9 months to rebound but I defer to my good friend Clayton Reid, CEO of MMGY one of the largest travel marketing firms in the world. He (they) know more about consumer attitudes and opinions on travel than just about anyone. He’s been writing some very thoughtful pieces on the subject. Link here and graph below.
Looking Past This Crisis - The FutureState of Travel by MMGY
Phocus: What do you think people/brands at home can do now to prepare for something like this in the future? And where do brands ago?
GR: That’s another tough one. No idea! On a tactical level – digital engagement and customer knowledge. Whether it’s my little dry cleaner down the street who I use once per week, or the massive Marriott Corporation where I stay twice per month, it would be good to message me during something like this to be top of mind and then be able to reach out to me post disaster to bring me back. I’m always stunned at how many venues I spend money with from the coffee shop to the local super-market, who don’t really know anything about me and have no ability to engage me, (clearly more of a small business issue than the majors). During times of contraction you want to know your core.
“ And of course there is the more holistic lesson on values. There should never be a dichotomy between doing well and doing good. The very fundamentals of corporate governance relates to “stakeholder theory”, of which shareholders are just one piece. The legacy of all of this should be people appreciating people more but also businesses placing an even greater value on their customers and employees. That’s my hope for the COVID-19 legacy. ”