Proyecto Noesis international blog on qualitative research, semiotics, cultural analysis and social issues

Most of the companies in Mexico have been sensitive to the COVID problem we face today. The diversity of lines of business posed different challenges for companies. Some companies have been forced to suspend their activities for several months, others worked 100%, and others did so gradually. We must recognize that the follow-up to the government’s recommendations has been exemplary. It is common to encounter security measures when a customer goes to the point of sale or service. In Mexico, the pandemic’s impact reached a plateau, but it did not stop, and the evident increase in infections in the world shows signs of a second wave… are we ready?

Global and Mexican company has done very well in having protocols within its operation. From interspersed schedules, staff who work from their homes, the use masks, disinfectant mats, and following the healthy distance, among others.

In contrast, we see that the general population circulates in the streets with every day less protection and commitment to the situation. To a certain extent, we can say that this is a population adaptation to a “new natural normality” of the unplanned or prospective population. People are tired of confinement and care. We don’t see anything happening, or we have lost our fear. It can be a “fear fatigue” similar to olfactory fatigue that occurs after being exposed to a strong and unpleasant odor. Olfactory sensors warn us of possible danger in the same way that fears itself invades us when we perceive something that puts us at risk. Both vanish when the real threat does not appear. The unconscious idea is that we are not in danger or we are immune, and “it won’t hit us.”

The Mexican government indicators have led the warning light to levels of concern in several country entities. Today Chihuahua is back on a red light indicator, and other entities are raising the warning color, including Mexico City. If the past months of confinement and stay at home strongly affected individuals and businesses’ economy, a second wave can be much more devastating.

It is not my intention to discuss the government’s strategies for COVID. Many have already analyzed it with good and opposing perspectives, and the reader indeed has his own opinion. I believe it is time to consider our options, and it seems to me that companies can have a significant positive impact at this time.

What is at risk is the business operation, the supply channels at the national level. It is useless for an entity to be on a green or orange traffic light if other entities are closed to the operation. The companies’ processes are not circumscribed to a specific entity but rather operate nationwide.

While the Government’s recommendations are just that, a safety recommendation, the indications of a company are indications that the worker must take as a mandate. The citizen can decide not to wear a protective mask on the street or to follow other directions such as staying home, but the employee cannot choose not to wear it in the workplace. The safety, behavior, and attitude indications pronounced within a company often transcend the workspace. It is well known that creating an inclusive culture, of security and order, respect, and integrity in a company, is carried by the worker to his family and social environment. They become a way of being of the worker. And it is precisely this that can be of great relevance at this time.

Many companies have acted responsibly within their operations but have left the pandemic’s management at the societal level in the government’s hands. In some cases, companies have expressed their disagreement with several of these measures or the government’s results concerning the data available on cases and deaths derived from the pandemic. Still, they have not shown interest in participating more actively.

However, companies’ interest and management in social issues have become increasingly active in cases representing some interest in each organization. Gender and sustainability programs are an important flag of many essential activities and communication campaigns that go beyond companies’ scope. The communication of these programs and the generation of awareness towards the population is very active and intense on these issues; why not concerning COVID that affects business activity so much?

In the interests of companies, society, and individuals, this scheme supports the situation we are experiencing today to avoid further damage caused by the pandemic in Mexico and the world. Companies have the opportunity to create a COVID Safe campaign that promotes a culture of safety in the face of the epidemic. It is time for them to communicate to their staff and society, in general, the appropriate information supporting and contributing to the social sphere and showing themselves as brands that are actively interested and aware of this high priority issue today. Companies know how to do it and do it very well. Today you can make a significant difference if you focus on communicating the importance of all of us working together to avoid more substantial harm. And above all, it should be a campaign aimed at young people who are the population segment that is less aware and involved with the situation.

I would like to hear your comments on this, especially from people who work in companies with social programs, know if there is interest in a campaign of this type or not, and why they would do it or not