“Getting Back To Normalcy”
Fucking Christ on a cheese stick, I am so tired of that phrase.
If I had a dime for every time I’ve heard, “as the world opens back up”, “as we return to normality”, or “as things are getting back to normal,” I wouldn’t have to live with my parents.
Companies love something they can “relate” to their customers about. Companies love heartfelt concepts and wholesome ideas they can use to market to their demographics. And they love pretending like they care.
And what gives them a better excuse to pretend like they care than the biggest pandemic of our lifetime?
How many car commercials did you see during the pandemic that started with, “in times of uncertainty”? How many cereal commercials said, “we’ll get through this together?”
After writing that sentence, I Googled “commercials that said ‘in times of uncertainty” and it turns out there’s like actual articles about this phenomenon! Here’s the Wall Street Journal saying that these commercials have a “tragedy template”. This article is from one month into the pandemic. Over a year later, companies are still being as annoying as all hell, but now they’ve shifted from “we’re in this together during this uncertain time” to “as you start to go back outside and are now visiting businesses and spending money again.”
This is literally what they sound like:
Also posted over a year ago. But they just keep coming! Companies keep busting out these “heartfelt” and “compassionate” commercials even though nobody asked for them in the first place.
I don’t want companies to act like they care. It’s just embarrassing on their part. Everyone knows they’re only in it for the money. You know how it’s evident? Because they’re still trying to sell you shit during the pandemic. It doesn’t matter how they frame it, even if they say that times are hard and that they care, they still want you to give them money. If they really cared, would they even advertise?
This idea of “returning to normal” is even more problematic than the insincere, copy and paste, “sad” commercials that companies were doing for months.
This whole “returning to normal” thing isn’t just company and commercial related, though. It’s workplace and school-related, too. The “returning to normal” ideology is toxic for institutions to have, because we aren’t just “going back to normal”. We can’t just shrug it off and go back to how things were.
The problem with these institutions is that they think we’ll just get over it. The pandemic is over now, right? People are getting vaccinated, we don’t have to wear masks anymore, it’s all hunky dory, right? But what these institutions don’t understand is trauma. They can’t see the long-term effects.
The pandemic has changed everything, yet we are expected to return to how things were before. But how can we? These institutions, as well as companies, cannot understand how profoundly the pandemic has affected not just society, but people on the individual scale.
Part of that is because they don’t want things to change. Like I said, the pandemic has changed everything, but what do I mean by that? Because, from the looks of it, almost nothing has actually changed. For example, aside from the vaccine, did we get tax-supported no-cost healthcare? That would have helped. Did we get the institutional level of support that would have been equal to these “uncertain times”? No.
And why would these institutions allow any sort of change when things have been working so well for them up to this point? They’re not going to suddenly turn around and be like, “oh, we’ve realized our mistakes and now see the flaws in the systems we’ve created” because they’ve known all along. They know their systems are fucked up, but it makes them money so why would they stop?
Meanwhile, we as individuals, are completely changed. Maybe you’ve lost loved ones, or lost your job, maybe even lost your home, or got COVID and suffered serious effects. Or maybe nothing really happened to you personally, but you got a front row seat to watch the world around you burn, and that’s traumatizing enough on its own.
Most of us have known for a while that our society and our government are fucked up, but this pandemic really put the final nail in the coffin. It was eye-opening for a lot of people. It showed that we are not cared about, even if a Ford commercial says we are. It showed that our institutions would rather sacrifice us than lose money. And it showed that we would rather sacrifice each other than not go out to eat at Applebee’s.
Yes, things are returning to normal. But only after half a million people died, only after the unemployment rate skyrocketed to new heights, only after the homelessness rate increased, and only after we’ve all sustained trauma that we will carry with us for the rest of our lives.
But we aren’t feeling, thinking, human beings to these institutions. We are numbers on a graph, we are statistics in the making, we are cogs in the machine. They couldn’t care less if our mental health is less than fucking ideal after over a year of dealing with the pandemic. We are meant only to make them profit, traumatized or not. Depressed or not. Anxious or not. Burnt out or not.
So, I’d really appreciate if companies stopped acting like we’re in this together. Because we aren’t, and we never were.