There is no doubt that we live in interesting, unprecedented, challenging times because of the emergence of the coronavirus and COVID19. Our lives have been disrupted with communities put under quarantine, individuals’ health and livelihoods threatened, and companies’ businesses and well-laid plans upended by the current crisis.

As with most crises, we cannot help but be on a reflective mode and ponder about our humanity and our contributions thus far to the people we love, to the society that we belong in, and to the world at large. We cannot help but face the finitude of our existence on earth and “what have I got to show for with my life?”.

Brands are not and should not be exempt from this self-reflection.

In qualitative research, there is a technique called “brand obituary”. In this technique, respondents in a group discussion or in an in-depth interview are asked “what if this brand died and disappeared tomorrow, would you miss it? What would you say if you were asked to give a eulogy for it? Would you say good words about it?” The goal of such a technique is to understand how deep — or shallow — the relationships consumers have with certain brands.

Perhaps, that is the question that needs to be answered by brands in these times of crises: “If you — Brand, Most Profitable Brand, Most Bought Brand, Number 2 Brand, Most Liked Brand, Challenger Brand, Challenged Brand — were to disappear tomorrow, would your consumers miss you? Would they give you a eulogy you’d like to hear? Would you be remembered as the brand that cared? Would you be remembered as the brand that made lives better? Would you be remembered as the brand that authentically lived and expressed the same values as its buyers? Or would you be simply, easily tossed aside?”

We believe, that now, more than ever, is the time for brands to make a meaningful difference to the lives of Filipinos.

Now, more than ever, is the time for brands to find their purpose and their meaningfulness in the midst of the challenges that we face.

Now, more than ever, is the time for brands to be meaningful to consumers whose very lives are upended and threatened by the coronavirus crisis.

Not just because 60% of Filipino Prosumers buy – or refuse to buy – products based on their expressed values and socio-political activities. Not just because 67% of Filipino Prosumers say that they are more likely to trust and patronize a brand if it supports causes that they care about. Not just because 88% of Filipino Prosumers say that they are willing to pay a bit more if a portion of the proceeds goes to a good cause.

It is the time for brands to be meaningful — and find and live and express that meaningfulness — because it is the right thing to do.

For your consumers. And for your business.

As Viktor Frankl — Austrian psychiatrist and philosopher — once said, “In times of crisis, people reach for meaning. Meaning is our strength. Our survival may very well depend on seeking and finding (meaning).”

Now, more than ever, is the time for brands to be meaningful and positively contribute to society.