Marketers: Hold off on dream-building to make ‘we’re in this together’ a reality
The job for the industry now is to turn the message of ‘we’re in this together’ into a reality. And that means brands need to lead by example, as Peter Roberts argues.
‘We’re in this together’ quickly became the collective mantra in the face of the pandemic. From politicians, national broadcasters, and celebrities, the script remains the same.
This came as no surprise. At times of national-scale haemorrhaging, the messaging will always speak to solidarity and unity, whether it’s virus attacks, or terrorist attacks. It works, on the whole, despite the chorus of togetherness being occasionally undermined by a palatial backdrop enjoyed by said celebs.
