The new ‘normal’

Our Executive Producer Lee Bassin shares his thoughts on why the industry has a responsibility to help during these challenging times…

These are truly strange days, with the relentless rise of Coronavirus leading to societal disruption for every man, woman and child in the UK.

We’re worried about our health, we’re worried about the health of our kids and our elderly relatives, we’re worried about our jobs and we are worried about the practicalities of living in this new world that has been forced upon us.

Through all the uncertainty though, we are seeing more and more examples of community spirit, such as the Facebook groups providing everything from hints and tips about how best to entertain the kids, to live streamed science experiments, ideas for email pen pals and video game purchasing advice!

All of which got me thinking, does our industry have a responsibility to help people through these difficult times?

For me, the answer is yes, and the key is in the messaging.

As well as doing crisis management, we need to encourage our clients to use their own channels to promote positive messaging about how to cope with the feelings of anxiety, helplessness and malaise that we are all feeling.

We need to look at how we can use spokespeople to provide practical advice, not only in the areas you would expect, but also in lesser known, but nonetheless beneficial, areas like mindfulness and meditation.

We could encourage our clients to consider simple acts of kindness, such as giving something away that they would normally charge for – whether that be advice, or a physical product.

Or we could think even bigger, facilitating networks – both virtual and physical – that ensure no one is left alone in their hour of need.

We are all in this for the long haul, but if the negative things like self-isolation are here to stay, let’s all try and make sure that the positive elements such as increased community-mindedness are too!












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