Brands Under Pressure: The Call for a Meaningfulness Amidst COVID19

Phil Tiongson (pictured), Head of Data and Analytics at Havas Ortega Philippines, says there’s no doubt that we live in interesting, unprecedented, challenging times because of the emergence of COVID19.

With communities put under quarantine, individuals’ health and livelihoods threatened, and businesses’ well-laid plans upended, our lives have been disrupted by the current crisis.

As with most crises, we cannot help but reflect and ponder on our humanity and our contributions thus far to the people we love, to the society that we belong to, and to the world at large. We cannot help but face the finitude of our existence on earth and ask, “What have I got to show for my life?”

Brands should not be exempt from this self-reflection.

In qualitative research, there is a technique called “brand obituary”. In this technique, respondents in a group discussion or in an in-depth interview are asked, ”What if this brand died and disappeared tomorrow, would you miss it? What would you say if you were asked to give a eulogy for it? Would you say good words about it?” The goal of these questions is to understand how deep— or shallow— the relationships consumers have with certain brands.

Perhaps, that is the question that needs to be answered by brands amidst all of this confusion: “If you—Most Profitable Brand, Most Bought Brand, Number 2 Brand, Most Liked Brand, Challenger Brand, Challenged Brand— were to disappear tomorrow, would your consumers miss you? Would they give a eulogy you would like to hear? Would you be remembered as the brand that cared? Would you be remembered as the brand that made lives better? Would you be remembered as the brand that authentically lived and expressed the same values as its buyers? Or would you be simply, easily forgotten?”

We at Havas Ortega believe that now, more than ever, is the time for brands to make a meaningful difference in the lives of Filipinos.

Now, more than ever, is the time for brands to find their purpose and their meaningfulness in the midst of the challenges that we face.

Now, more than ever, is the time for brands to be meaningful to consumers whose very lives are threatened by the pandemic.

In 2018, Havas Group surveyed 250 Filipinos who are ahead of the marketplace. We called them Prosumers– a segment of the market whose current disposition will heavily influence the mainstream market in 18 to 24 months. The report indicated that 60 percent of Filipino Prosumers buy or refuse to buy products based on their expressed values and sociopolitical activities; while 67 percent are more likely to trust and patronize brands that support the same causes that they do. Furthermore, a whopping 88 percent will pay up an extra if the proceeds are going to a good cause.

Considering that 24 months have passed since the report was conducted, the above findings now ring true in the current market. Brands who proactively addressed the coronavirus crisis were lauded for their efforts to support those in need. A staple canned goods brand in majority of Filipino households, for example, re-allocated its advertising budget into non-profit organizations; meanwhile, a homegrown fast-food giant donated P 100 million worth of food to front liners.

And it’s not for publicity, nor for the struggle to stay relevant. This is an extraordinary situation and while brands can do good every single day, it is quite exceptional to lead by example and contribute positively to the community. This is the call for brands to be meaningful— to find, live, and express that meaningfulness with sincerity.

As Viktor Frankl, Austrian psychiatrist and philosopher, once said, “In times of crisis, people reach for meaning. Meaning is our strength. Our survival may very well depend on seeking and finding (meaning).”

Our consumers themselves are looking for ways to publicly express their own values. Their most straightforward course of action at the moment is to embrace and promote meaningful consumption by supporting brands that reflect their passionate desire to help. Be the brand that embodies this strong commitment not because the consumers will reward you with their gratitude and loyalty, but because it is your brand mission to be a reliable partner to your consumers, especially during these trying times.

Again, we ask: If your brand died and disappeared tomorrow, what will Filipinos say about you?