Who would have thought that this time last year we would be at this
place in 2020? It wasn’t as if the world was in a particularly good place
back then either. People felt that capitalism was rigged against them;
a reality TV star was president of the United States; the UK had voted to
leave Europe; China was asserting itself as a superpower; and society
was being sucked into the virtual landscape of social media. Reality
confused with perception. What is real, do we know any more?
We do know that this global pandemic has left many businesses,
people and societies in a state of disrepair and unimaginable debt.
Will we ever find a vaccine? Will it be safe? Is this part of nature’s ‘re-
set’? With climate change ravaging our beautiful planet and a global
pandemic, we have been forced to stop and reconsider everything. We
do not need to travel. We can work from home. We can muster on with
a ‘virtual’ globalisation. Materialism has become secondary; family and
As we watch political posturing and self-confident autocrats, we cry at
the loss of touch between our friends and neighbours. Our hearts ache
for the people whose lives have been affected. We are addicted to the
constant news cycles, repeating the desperate and depressing reality
of it all. What will become of travel, hospitality, retail and socialising?
No one really knows, but I know that in a crisis there are moments of
opportunity. We need to grasp them; retain our revived appreciation
for life’s simple pleasures; and our new kind of patriotism – for our local
community, making sure everyone is okay. We have become more
serious again, which isn’t a bad thing in my view. People are finding
new ways to connect and support each other in adversity. My small
contribution to this was to help Jersey Hospice Care.
How would the charity cope as its shops shut and its fundraising events
were cancelled? Well they coped because the people of Jersey came
together. As an agency, working on their Million Pound Lottery campaign
and their strategic branding, we helped the charity ride this wave of
uncertainty. I must say, to see their fundraising continue with such verve
has been beyond rewarding and we are committed to supporting the
Hospice for a long time.
The rules we have lived with up until this point, no longer apply. This is
our opportunity not just to hit the pause button, but to permanently
change the rules so that people, communities and charitable
institutions aren’t so vulnerable to begin with.
It’s up to us now.