Omicron, a golden opportunity for CSR branding!
After 2 years of extended lockdown periods, Nepal has finally opened up full-scale. As of now, the only restriction in place remains that of mask enforcement. Bars, restaurants and clubs have begun hosting gigs; hotels have opened up; international air travel has opened up. However, Omicron raises a big question mark on the economic recovery that Nepal has been slowly crawling towards.
Globally, with the upcoming Christmas season, businesses, especially restaurants and bars, have already reported mass cancellations of reservations. Various Western nations are mulling closing the borders again. As the science is happening in real time, with uncertainty about existing vaccines providing immunity against the new variant, lockdowns are already in consideration. For example, Australia, which was about to open its borders for international travel after 2 years, has postponed it. Similarly, Japan followed suit yesterday!
WHO maintains that Omicron’s symptoms remain mild and the vaccines continue to remain active against the new COVID variant. However, uncertainty looms large over the claim. Whatever the case, the fact remains that COVID is not that much of a threat to Nepal, and so far businesses have been allowed to operate without any restrictions.
That said, the news of the Omicron variant being identified in India has spread dread over the Nepalese consumers. While a Western holiday, Christmas and New Years are celebrated with much fanfare in Nepal. Brands, especially in the hospitality, shopping and FMCG sectors, are looking forward to the holiday season hoping to make a positive rebound in their businesses, which have been crippled by the pandemic since the last two years. However, consumers have begun to avoid large gatherings in fear of the Omicron.
So, what should brands do to capitalize on the festive period while being cognizant of the threat that the new variant presents? First of all, brands should ensure that they maintain and enforce existing health protocols, for example, mandatory mask requirements; sanitizers at the entrance of their shops and regular sterilization of their business place. Second, while it might look like a waste of resources, brands can do CSR awareness programs, so that the consumers are aware and maintain safety protocols. They could also provide merchandised masks and sanitizers. This would not just help them curb the infection rate, but also present a golden opportunity for branding. After all, the cost of a new lockdown near a festive period would far outweigh the cost of CSR activities.
