{"id":4861,"date":"2020-08-05T11:58:11","date_gmt":"2020-08-05T10:58:11","guid":{"rendered":"https:\/\/brandgenetics.preview.uk.com\/?p=4861"},"modified":"2020-10-28T17:27:38","modified_gmt":"2020-10-28T17:27:38","slug":"self-isolation-a-privilege-many-cant-afford","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/self-isolation-a-privilege-many-cant-afford\/","title":{"rendered":"Self Isolation … a privilege many can’t afford"},"content":{"rendered":"

We\u2019re told uncategorically that staying at home and self-isolating is the only way to protect yourself and others from Covid-19. Most of us have been following these rules religiously at some point over the pandemic, but there are people who aren\u2019t in a financial position to do so.<\/p>\n

In developing countries like Brazil, if your quarantine concern is what you\u2019re going to watch on Netflix first or what online class you\u2019re going to take to ensure you come out of this better and more well-rounded \u2014 you\u2019re privileged! The unfortunate reality is that advising citizens to \u201cstay at home\u201d, \u201cwash hands\u201d, and \u201cwork remotely\u201d is just not viable. For these people, and millions of others worldwide, the threat of this virus is very real and inescapable.<\/p>\n

A virus that doesn\u2019t discriminate operating in a society that does<\/strong><\/p>\n

Covid-19 does not \u201cdiscriminate\u201d who it infects \u2014 from Tom Hanks to Prince Charles the virus has proven inescapable. But statistics are clear in showing the virus is having a\u00a0greater impact<\/em>\u00a0on the poorest factions of society, and this is\u00a0not\u00a0<\/em>limited to just developing countries.<\/p>\n

Research from the Center for Disease Control and Prevention (CDC) has revealed that in USA \u201c30% of Covid-19 patients are African American, despite African Americans making up just 13% of the US population<\/a>\u201d. With at least twice as many African Americans living in poverty relative to white Americans, we can already see how the pandemic\u00a0is\u00a0<\/em>amplifying pre-existing disparities across the world.<\/p>\n

The quarantine reality in Brazil<\/strong><\/p>\n

\"Image<\/p>\n

Rio de Janeiro is famous for its natural wonders \u2014 from Copacabana beach to Sugarloaf Mountain. But nature and wealth lie in stark contrast next to swarms of mountainside houses stacked precariously atop one another (or \u2018favelas\u2019 as we call them). Here, you\u2019re faced with shocking social inequality on a daily basis.<\/p>\n

Vulnerable families now face even greater challenges<\/strong><\/p>\n

How can someone sharing a single room with their entire family proactively exercise social distancing? Single rooms may house entire families of 5 or 6 people.<\/p>\n

How can families put food on the table when they aren\u2019t going out for work? With many workers employed on an informal basis, they don\u2019t get paid if they are not physically on the job. For them, going to work (much like the pandemic) is a matter of life or death.<\/p>\n

How do you keep your hands clean without running water? 34 million people in Brazil don\u2019t have access to running water and cannot find or afford hand sanitizer.<\/p>\n

Sadly, many countries share the same unfortunate reality \u2014 lockdown isn\u2019t viable for the most vulnerable members of society. Proper social distancing is only possible for the privileged and we must recognize this if we want to shift the narrative.<\/p>\n

So, how can we help?<\/em><\/strong><\/p>\n

We are living through the \u201cworst public health crisis for a generation\u201d (Boris Johnson, 2020) but we have still seen inspiring acts of kindness, solidarity and compassion from people and communities in every corner of the world. And the best news? According to Steven Taylor\u2019s\u00a0Psychology of Pandemics,\u00a0<\/em><\/strong>this kindness and compassion is contagious too!<\/p>\n

While governments have launched schemes that aspire to reverse the problems that create social inequality (e.g. universal basic income in Brazil) it\u2019s vital brands and businesses now use their size, strength and kindness to help rebalance the scales.<\/p>\n

\u201cMany brands and business have taken the plunge and reacted to the global pandemic at lightning speed\u201d<\/a>\u00a0but as we continue to understand how Covid-19 affects different social groups, it\u2019s important to take into account individual human needs to create real social impact.<\/p>\n

Here are our favourite examples of LatAm brands using smart initiatives to help vulnerable groups:<\/p>\n

Veja \/ Reckitt Benckiser<\/strong><\/p>\n

Veja, the most popular cleaning brand in Brazil, have created\u00a0a platform<\/a>\u00a0to support domestic workers that have lost their sources of income during the pandemic through R$500 vouchers and the donation of cleaning products. People can also join efforts and donate using the platform.<\/p>\n

Grupo Botic\u00e1rio<\/strong><\/p>\n

The cosmetics giant<\/a>\u00a0has pledged a donation of 216 tonnes of hygiene products, including alcohol gel and soap, to vulnerable citizens in \u2018favelas\u2019 and public hospitals around Brazil.<\/p>\n

iFood<\/strong><\/p>\n

The most popular\u00a0food delivery app<\/a>\u00a0in Brazil has a R$50million fund supporting small restaurants and a R$1 million fund supporting delivery men \u2014 who have become vital \u2018front-line\u2019 workers and the unlikely heroes, as businesses shift to online-only.<\/p>\n

Mercado Livre<\/strong><\/p>\n

The e-commerce website<\/a>\u00a0has suspended the commission fee for essential products and PPE (e.g. masks and alcohol gel) and have banned sellers who have inflated the price of these goods to enable everyone to protect themselves at a fair market price.<\/p>\n

The Human Experience (HX) learnings<\/em><\/strong><\/p>\n

We know social inequality cannot be solved overnight but understanding the direct impact privilege has on the effects of Covid-19 is a step in the first direction.<\/p>\n

From donations of hygiene products and food supplies to clean water solutions and PPE equipment for those in the front line \u2014 there\u2019s a great deal brands could (and should) do to help. Brands who use their power to make a difference\u00a0will<\/em>\u00a0be remembered and celebrated once this comes to an end.<\/p>\n

At Brand Genetics, we believe \u2018what unites us is greater than what divides us\u2019 and if there\u2019s one thing that could help right now, it is working together to create kinder solutions that offer real help in a time of dire need.<\/p>","protected":false},"excerpt":{"rendered":"

We\u2019re told uncategorically that staying at home and self-isolating is the only way to protect yourself and others from Covid-19. Most of us have been following these rules religiously at some point over the pandemic, but there are people who aren\u2019t in a financial position to do so. In developing countries like Brazil, if your […]<\/p>\n","protected":false},"author":16,"featured_media":4976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[302],"tags":[],"class_list":["post-4861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-covid-19-consumer-behaviour-insight"],"yoast_head":"\nSelf Isolation ... a privilege many can't afford - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/self-isolation-a-privilege-many-cant-afford\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Self Isolation ... a privilege many can't afford - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"We\u2019re told uncategorically that staying at home and self-isolating is the only way to protect yourself and others from Covid-19. 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