Lockdown has imposed limitations most of us have never before experienced, dictating how often we go outside, where we can go, and for how long. These are barriers faced by a great many differently-abled people every day, whether that’s down to mobility issues or mental health. COVID-19 has given us a taste of what it’s like to live with both restrictions and loneliness. 

Hopefully this insight will drive empathy for those housebound with both physical and invisible conditions, as well as for older people. But the question is, will this empathy be reflected within the media? 

As we start to ease our way out of lockdown, we face a looming global recession. Brands will need to rethink how they communicate to remain front of mind. 

For many it makes sense to focus on CSR. We’ve seen a surge in community-based initiatives, from the weekly clap for carers to online mutual aid groups. Kindness is cool now, and diversity and inclusion are at its core. Yet, many brands don’t yet seem to have cottoned on to this. 

Yes, the safer option may be to do nothing, but those that are authentic in their approach will be remembered long after lockdown ends. Just Eat’s decision to offer discounts to NHS staff or John Lewis donating pillows to hospitals are entirely in tune with public sentiment.

When appropriate, brands would be advised to embrace this community spirit. However, there is a fine balance between capturing the zeitgeist and appearing preachy, trite, or entirely tone-deaf. Accusations of lip service are more likely to damage brand equity. 

Consequently, brands that have not yet ‘earned’ the right to engage with the issues through demonstrable actions can be better off staying quiet. Of course, I wouldn’t want to discourage brands from experimenting with purposeful strategies, but it’s crucial they think carefully before they leap. 

Defocusing from pure sales, even if it’s unlikely to be a long-term approach, would make for a kinder advertising industry. More inclusive media representation can only have a positive impact on our broader society.

We now have an opportunity to reach out to minority groups who have been isolated from the conversation for too long. Caroline Casey, founder of The Valuable 500, explains: “When we consider that disability touches 54% of our global consumers through an £8 trillion market, I believe this is a brand blind spot. But this blind spot, through the collective isolation of the pandemic, has blown open the enormous opportunity for brands now to innovate, differentiate and grow market share. In fact, I think it will be a risk not to, as we see the early adopters winning already."

Some brands are already taking a leaf from D2C businesses: adapting their strategies towards those who are self-isolating by the use of samples sent straight to customers’ homes. Inadvertently, this could also help those who are differently-abled and already find bricks & mortar retail challenging. Online, we’re seeing brands embrace video and live chat to replicate the tailored, specialist advice for which customers previously ventured in-store. Lockdown may be the testing ground, but these are the types of approaches that brands should implement permanently to meet the needs of customers, regardless of their personal circumstances.

The global pandemic has given many of us a welcome pause to reassess our values. While the future remains marred by uncertainty, one thing we can be sure of is that many of us will emerge financially poorer, but with a fresh perspective on what’s really important.

This is something brands that have held their activity over the pandemic will need to be prepared for when they do return to the media. Things will not be returning to ‘normal’ and many consumers’ priorities will shift. 

In many cases, it will make sense to communicate to consumers sooner rather than later. People want reassurance and as lockdown eases, a sense of normality, at least to some extent. However, coronavirus has had a profound impact on global economies, communities and individuals. Brands that do not acknowledge the changed landscape will look wildly out of touch.  

Brands that have stood by their audiences over the course of the pandemic will be remembered, particularly those that have focused on philanthropy. No doubt competitors will be taking note and we might expect a golden period for diversity and inclusion as brand ethics come to the fore in advertising.

Authenticity has become an ever more important factor for consumers. But when it comes to D&I, brand and agency teams still remain woefully under-represented. Without the influence of the differently-abled in the creative decision-making process, these audiences will remain largely invisible across the media. 

However, COVID-19 may actually have a positive impact here. Public transport, steps and high-rise buildings are not obstacles when you’re working from home. In fact, WFH could well be the most progressive step for media representation to date. It’s up to brands and agencies to seize the opportunity.