Be a Rock People Can Lean On

Within the past century, we’ve faced the threat of pandemics (Spanish Flu, SARS, Ebola) and economic reversals (the Great Depression and the Great Recession). Still, we’ve never experienced anything like the nearly complete shutdown of normal life occurring today. Put the three together, and you can see why people might be worried about the future, why we all need calm, consistent leadership.

Thank you, Dr. Fauci.

With everyone’s parents quarantined, this is a time when companies and non-profit organisations can step forward and provide some of the parental reassurance we crave. It’s especially true for service and durable goods brands where the purchase has always been considered, and for associations that work with and support business. Simple messages that might have seemed a little dull two months ago will have unusual resonance now: we know what we’re doing, we’re here for you, this is what we can do to make life better for you.

Let’s start with the obvious: financial service brands didn’t get us into this mess, the virus did. They’re here to help get us back to normal in many ways: wealth managers providing sound advice; mutual fund companies helping rebuild portfolios; banks offering a safe place to park money, a chance to refinance at lower rates, and loans to businesses; insurance companies sheltering us from risk.

Auto manufacturers survived the Great Recession and came out stronger, and their cars and trucks are safer, more reliable, and pollute less. They should let people know that.

If your company and products have stood the test of time, trumpet that. If you’ve used adversity to get better, tell those stories now.

Professional associations can really shine in this climate if they focus their services on helping members get through these difficult times. Do the research for them on how to navigate federal and state loan programs. Give them a forum to share ideas with each other. Provide case studies of members who came out of the last recession stronger. For those who have time on their hands, connect them with organisations that need volunteers and pro bono work.

In some cases, you don’t have to be solid to be a rock for us to lean on. You know who’s been around for generations and helped us get through war, disease, and recession? Traditional liquor brands. If you’re having virtual cocktails with your friends in LA this weekend, maybe Jim Beam might be more appropriate for Manhattans than WhistlePig Small Batch Rye Whiskey (and considerably less expensive, too).