But don’t forget La Palma

Pablo Vázquez, Managing Partner at Collaborabrands

For years and years, one of Spain’s greatest cartoonists, Forges, who could see the chiaroscuro of our society like no one else, did not forget. He never forgot Haiti. Dozens of his cartoon strips published long after the earthquake that devastated the Caribbean country had fallen out of the media spotlight included the simple message “but don’t forget Haiti”. Those few words not only jogged the memory but also highlighted a commitment and at the same time an understanding of human nature. In other words, it was an insight: what shocks us today is quickly forgotten tomorrow.

Spain is a country of solidarity. It is a leader in humanitarian aid and donations. When disaster strikes it reacts immediately, with individual donations that usually put us at the top of the humanitarian aid table. We see the same with brands who spring into action with aid only to cut it shortly after, giving the impression of a false opportunism. In the end, we will end up forgetting La Palma; Risto Mejide was right when he lamented the foreseeable withdrawal of news about La Palma as soon as the volcano stops erupting.

We can do better. In a more coordinated way (such as a brand platform for La Palma, or a label to identify brands with aid initiatives) and in a more sustainable way so that the aid truly has a lasting impact. Today, our society is demanding more than ever that brands take action in the public sphere, which gives them huge leverage and opportunities to garner greater consideration and preference. A full 90% of the Spanish population is demanding that brands get involved in social issues, according to the latest study we at Collaborabrands have carried out: The challenge for brands in a post-pandemic world. And when companies do that, their brand preference shoots up.

They must take action, as well as communicate more and better. Arguably, in the hospitality sector, Spanish lager Mahou/San Miguel has done the most for its partners, or its ‘family’ as it calls them, since the start of the pandemic. It rolled out an aid plan of €200 million in the first year, including €75 million in products sold at cost price, and has a further €180 million in the pipeline for this year. However, the public is largely unaware of Mahou/San Miguel’s huge efforts, which have helped countless bars to stay afloat, and it has therefore received much less recognition than it deserved.

Let’s not forget that as brands we have to help more to be more relevant. Let’s not forget to communicate better: what is not communicated, particularly nowadays, does not exist.

And above all, let’s not forget La Palma.

categoryUncategorized