Author: Remo Lucchi, Advisory Board President at Eumetra MR

Covid-19 changed the assumption of our “abnormal normal”. We push companies not only to care about their business, but to be authentically socially responsible.

Our society has focused on possession for decades, fed by a desire of a constantly growing – and mostly material – wellbeing. The wealthier and more educated classes, although a minority group, succeeded in influencing the entire society with their consumption habits and overall lifestyle. They were followed by the majority of people, who settled for less amazing goods and limited gratification.

In the last twenty years, due to the higher level of education and culture of new adults, and to the spread of digital technologies and communication, the silent majority gained more personality and an increased ability of critical thinking, thus starting to discuss most of the dominant paradigms.

It’s the generation that paid the most from globalisation, speculation (from dotcoms on), economic recession and job insecurity. These young people were born in their parents’ possession myth and cannot show resignation, but grow anger and pressing demands.

Already shaken by deep inconsistencies, this “abnormal normal” was shattered by pandemic, generating an individual and social dismay both for health and the economic impact.

What should people do? It’s popular opinion that the government, lacking strategies for the medium and long term, cannot provide a trustworthy response. That’s why people look at the economic system, at companies, as the sole organisations that could have credibility and resources to act.

We push companies not only to care about their business, that is provide quality products, at reasonable prices, serving their customers. This is taken for granted. Brands are asked to be authentically socially responsible, taking care of people and supporting them.

In our perspective, there are three elements for communicators to mindfully consider. First, the new life project people are looking for, in search of a different balance and a new idea of wellbeing that is going to change most relationship models, including brands and consumption patterns.

Secondly, companies should (re)build their positioning, behaving as societal stakeholders rather than business machines. Private organisations are expected to secure jobs and salaries, meaning survival resources for today and opportunities for the future, to complement public welfare with those services that are not elsewhere available, to contribute to the resolution of all environmental issues.

Lastly, media should be given a different, critical look, as they will represent the authoritative channel to build renewed internal and external relationships.

These elements might look like three different topics, indeed they are three steps of the same topic, specifically the refoundation of a new balance to be respected and participated. It’s the baseline for brands that want to experience an interesting future.