By Irfan A. Sheikh
In today’s world of access to information, the notions of brand behavior and brand values tend to change constantly, compelling many to re-think what they represent. It is, in a sense, a time of re-invention, re-imagining, renewal, and re-investing.
‘R’, it appears, is going to be a defining factor. In the current scenario too, same is the case—rescue, relief, rehabilitation, and surely RESPONSIBILITY.
Advertising and marketing gurus worldwide believe that we are passing through a ‘Responsibility Revolution, where the future of marketing will be defined by how brands connect in a larger societal context. Consumers, being in the driving seat now, will re-evaluate the products and services on the basis of their convictions. Purpose and value, therefore will figure big in future marketing strategies.
The significance of the word ‘Responsibility’ for our brand managers in the current state of affairs (or should I say ‘affairs of the state’) is greater than ever. Struck, perhaps, by the worst disaster ever recorded in the human history, the devastating monsoon floods have plunged Pakistan into a humanitarian crisis of gigantic scale. Hundreds have died, 14 million or so have lost homes and virtually half of them need urgent humanitarian and medical assistance for mere survival. What is in store is hard to tell! The rain spell may have stopped, but the spell of suffering is far from being over.
The gravity of situation is further compounded by glaring governance gaps evidenced as the flood wreaked havoc on various parts of the country.
In these hard times, Corporate Social Responsibility is no less than a circumstantial necessity, qualifying convincingly for being at the heart of communications by everyone out there.
Every challenge, after all, affords an opportunity and for the brands that are keen to align themselves with values, there is much to gain. Let the top decision-makers of big corporations and entrepreneurs, and their brand managers capitalize on this challenge!
As the crisis unfolds, Ramazan also sets in. The onset of holy month coincides with a holier cause beckoning. Let’s see how they respond? Will they still blitz the media with messages about so-called ‘discounts’, ‘offers’, ‘packages’ and ‘rewards’ (for it is Ramzan after all) or will there be a ‘self-realization’ to change the course? Will anyone bring forth an award-winning solution? Will there be a well thought-out ‘digital’ response? Will someone seize upon this opportunity to connect the brands to the societal context? Only time will tell? And time certainly will!
But time is of essence as well. We can’t leave 14 million people out there ‘waiting’ for our response. It’s time to act and act responsible. It’s time to think and think fast.
Some have already started the good work. But this time around, the scale of the challenge requires this message to go beyond corporate sector? Let everyone, everywhere come forward. Everyone’s a brand; everyone should try!
How about states and governments? How about institutions? How about schools and colleges? How about sportspersons and celebrities; singers and actors; parents and children; you and I?
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