My Glass-Half-Full World View
Friday August 28, 2020 | Filed under:
How many of you remember when seat belts became the law of the land in 1968? Back then, lots of people refused to wear them, complaining they were uncomfortable or, despite the facts, ineffective. One popular grievance was that they’d trap you inside after fiery car crashes (that was my dad’s favorite excuse!). But over time, we came to accept without question that seat belts save lives.
I’ve been thinking of seat belts, along with the ubiquitous “No Shirt, No Shoes, No Service” signs, during the current debate over requiring face masks. To me, acceptance of face masks – which have quickly become a promo staple – represent a glimmer of a return to normalcy, a way to help restore a little order in a chaotic and often conflicting regulatory message. Today, I wouldn’t think of taking a drive without strapping in, the same way I wouldn’t think of walking into a public place without a face mask – or a shirt.
I’m hopeful that as masks become even more accepted, for citizens as well as employees at re-opened businesses, they’ll become as routine as seat belts. There’s comfort in routine, whether it’s a pre-set bedtime (or cocktail hour) or everyday community expectations.
During this taxing time, we could all use a little more normalcy – along with whatever bright spots we can find.
This week, ASI released a survey on July promo sales for North American distributors that offers a flicker of hope. Although sales were down 28.9% year over year in July, it still represented an improvement from the 44.4% plunge in Q2 compared to the same period the prior year.
ASI’s Distributor Sales Survey also showed that sales were up for 17% of distributors in July, nearly double that of Q2. And the Counselor Confidence Index, which measures distributors’ financial health and optimism, rebounded to 73 from a record low reading of 54 in Q2. That’s still far below the baseline of 100 established at the index’s founding 19 years ago, but it indicates more optimism than we’ve seen in months.
That’s all great news!
Admittedly, distributors still expect annual sales will, on average, be down about 35% compared to 2019, with nearly 80% anticipating a decrease in overall 2020 sales.
Is the worst behind us? Impossible to say. But there are positive indications we’re figuring out our new normal, making necessary adjustments to our businesses and moving forward. As always, I remain bullish on our industry. Distributors and suppliers have already proven they’re nimble, able to pivot quickly as market demands change seemingly overnight, and that creativity abounds.
No doubt, I have a glass-half-full way of looking at the world – and that includes the way I view face masks. Some people look at them as annoying infringements on personal rights. I prefer to see them as lifesavers. Further, along with lives, masks and other PPE items also helped save our industry from suffering even bigger financial losses.
There’s more: According to ASI’s upcoming Global Ad Impressions Study, 61% of consumers aged 35-54 would have a more favorable opinion of an advertiser who gave them a logoed mask.
Yes, masks can be hot and uncomfortable. If my dad was still alive, he’d absolutely hate them. But I’m betting he’d also begrudgingly appreciate everyone wearing them because they just might help save his life.
That’s logic I can get behind.
