“Are we all in this together?”: Reflecting on a year of COVID-19 marketing messages

In Spring 2020 the first signs of consumer and marketing messages related to the COVID-19 (Coronavirus) pandemic emerged. Like the virus itself, such marketing spread rapidly. The words “we’re all in this together”, and representations of such a sentiment, appeared in adverts and campaigns that were intended to invoke a sense of connectedness, community, and mutual care. Brands wanted people to relate to them and to seek comfort in the form of retail purchases during this time of crisis. Hence, taglines that alluded to togetherness cropped up amid the wave of content that companies created in response to COVID-19, including the marketing of supermarket giants Asda, Lidl, Marks & Spencer (M&S), and Tesco. When noticing this I found myself thinking about the relationship between COVID-19, capitalism, and consumer culture.

Although during the COVID-19 crisis brands have worked hard to cloak their capitalist activities in claims of connectedness, community, and care, to many people it is obvious that the main purpose of such promotional work is to keep the soul-grinding cogs of commerce turning. Despite their efforts to sometimes suggest otherwise, brands are not community organisers. They are not at the core of mutual aid and community care. If anything, brands are often a component of the very structural problems that community organisers strive towards dismantling as part of liberationist work. The imagined “we” that brands brazenly construct via adverts that are meant to tug on the heart strings of individuals during the pandemic is a “we” with money to spend. Such a “we” consists of consumption, not care, and profit, not people.

Are the often overworked and underpaid employees of such brands part of the imagined universal experience that they refer to in adverts about togetherness and weathering this storm with each other? Will such brands make meaningful shifts to substantially improve the precarious work and labour conditions of their employees or will they simply stick to surface-level representations of human connection and care rather than enacting change? There is nothing new about commercial organizations with track records of mistreating and exploiting staff arrogantly making sentimental and marketed claims about the experiences of “you”, “me”, “us”, and “we”. However, this does not detract from the reality that companies being so quick to create such crass content during this ongoing crisis was jarring. Furthermore, the way that some brands have implied that everyone has been impacted by the COVID-19 pandemic in the same way is outright inaccurate.

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