It’s early April 2020 right now. Is it just me, or is anyone else put off by brands trying to sell us overstocked nonessentials during the height of this Covid-19 crisis? Yep, I realize they are trying to survive, and they have inventory to move, and they have employees they want to keep working. But, as brands, they also have reputations they ought to be intentional and careful with.

Look. We all know someone who’s had this damn virus, we are all impacted socially and psychologically by this thing, the economy is essentially shut down, and many millions are losing their jobs. Healthcare professionals are beat up, and all news and social media is pandemic related. There are no sports, no vacations; the beaches and national parks are closed, and we are all ordered to stay put. This crisis is real, and why do I need a new bathing suit for 25% off? Right now?

So if you are coming at us to hawk sunglasses and golfwear and maybe a new color of sports apparel, yes you might sell a few units — but in the long run it’ll cost you, because it’s too much like approaching a train wreck and offering ice cream or neck ties or piano lessons, and when this crisis is over you will be remembered as simply tone-deaf.

As a society we are wrestling a big dangerous bear right now. If you care about your brand, use your super-powers to help us with this bear. Make, ship or repair something we need; or perhaps donate to the at-risk workforce. It demonstrates that you care.

Definitely tell the world how you are keeping your employees and customers safe; or at least acknowledge the challenge and the uncertainty of situation we are now living in. Someday we will get through this mess, and when we do you will be the brands many consumers will want to line up with.

Make sense? If not, let’s talk it out some more.