As we have been going through the pandemic, we have seen brands being tempted to play a more impactful role people’s lives.
Yet, at times, audiences are suspicious of the deeper intentions behind such actions. For instance, when an airline sent a note to a customer telling him “we’re in this together”, his response was a reminder of the time they overcharged him for extra luggage.
Such a cynical reaction was due to the knowledge that such a ‘good deed’ is not for the sake of being good. People realize that regardless of how humanely the brand is acting, it is not being this selfless for a greater good.