In times like these when we are fighting an enemy we do not see, but whose victims we read about, whose victims do not have their first and last name but directly become part of the statistics, fluctuating upward from day to day – it is perfectly normal to succumb to the fear of an existential crisis.

If ever there was a better time for brands and the people behind those brands to show solidarity with their consumers – isn’t this just the time? If not them – again, then who? But not through cosmetic interventions but through truly active purposeful assistance to those who are endangered and those who are about to be endangered. What number of Nigerian brands are showing solidarity with the community in which they exist in?

The market of recent days shows that more and more brands are moving away from the “How much money will I make?” in “How can I REALLY help?” From “What Do People Want Now?” in “What Do People REALLY Need Now?” Marketers are beginning to think about how they can adapt to inevitable change and be of greater benefit to society as a whole.

Because, at the end of the day, both brands and agencies have a responsibility to the end consumer. According to the man who buys the very product he did not know he needed and who buys it with money that he does not have or which he will not soon have. Therefore, we should all use this time for differentiating creativity, as a lasting value and a reminder of the times we have spent. Although the present situation is terrible, it is not hopeless.

Every brand, and the people behind it, can do something concrete, tangible and good. This is a time when we need to think about the humane community and how the brands we work for fit into it. It is an age of emotions, but also an age of reason, because for the next 2, 3 months we will be confined to our 4 walls, in which we will re-evaluate not only relationships in our family, but also relationships with the outside world.

Depending on how the COVID-19 pandemic situation will develop further, we should start thinking about the role brands will play in the future. Because the future that awaits us is completely different from what we expected. Some brands will have to look for new values, rebuild themselves, re-evaluate their role in society. The rewards for those who succeed in doing so will be immeasurable by consumers. Let us think of ways to adapt to inevitable change and how to be of greater benefit to society as a whole.