ACL Direct Promo · We know about Relationship Marketing. We are experts in loyalty and incentives · We like to create unique experiences IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange At first, everything that companies did during the coronavirus crisis was viewed favorably and accepted as a positive contribution. A Galician saying could be applied which, literally translated, indicates that “everything that comes with the net is fish”. That is, everything that is contributed is valuable and serves a purpose. Consumers welcomed all these movements and, in reality, the companies that were seen in a bad light were those that were not doing anything for the common good. Consumers had high expectations and expected the activity to be as positive as possible. It was the moment of truth in value marketing.

But after the first weeks, the most critical and negative feelings have generally increased. Today we are much Montserrat Email List less optimistic about where things are going than we were at the end of March. That changes how we perceive the environment, but also how we perceive what brands and companies do. Is the environment in which brands operate and the perception that their actions have in terms of reputation changing? Do we begin to believe less the movements they make in favor of the common good and to see more interests behind it? Or is it still spreading ‘good’ to wash away previous reputation problems? The question is very complicated and the answers to those questions complex. The French media have been using, as can be seen from a quick search on the Google News tab, the term coronawashing for a few weeks now. And, in recent days, critical voices have already begun to appear. As pointed columnist in The Guardian , the coronawashing would all those stories feel good and optimistic, all those positive issues that filled the press (especially the local press that speaks of factories and companies who are in their areas of interest) without much more take into account what is happening. That is, they do not ask whether those efforts are really important and worthwhile or what these companies that have established themselves as almost unquestionably kind have done so far. If before you wanted to sink public health .

The first example the columnist shows is one of the clearest. The local press published with enthusiasm the news of a factory that had started to produce respirators, when in fact they had worked on a model that had arrived late, they had not produced as many and all these news forgot that the company, in origin, is a manufacturer of material for military aircraft used in bombings in Yemen. The movement during the health crisis has erased or blurred its previous bad practices. The columnist also puts cases of specific and popular brands. Amazon, Primark or Uber have been protagonists in one way or another of feel good news (although Amazon has received, we add, many criticisms and bad press during this crisis due to the conditions of its workers), which have ignored the entire photo and the less positive things.

Leave a Reply

Your email address will not be published. Required fields are marked *