As long as Brands controlled the media and the conversation, there was no room for mistrust. Any consumer dissent was clearly from a fringe fanatic. Consumers just shouldn’t worry their little heads about things like that. The product is from a well-known company of course!
Pro-vaccine or not, the issue isn’t science or data: the issue is product trust. What started as a noble purpose has evolved to vaccines and drugs being rolled out like Hallmark holidays, creating “needs” and then solving for them.
The early scares, real or not, opened questions; the worms of curiosity. Why are there so many now? What’s in this stuff anyway? Do our kids need three times the number of vaccines as we got? Are they ALL necessary? Should we be giving so many at once?
And, just like the 1950’s, out roll the big pedigrees and authorities to silence and shame anyone asking these questions. And for now, these consumers will retreat into their small circles, until one day, they’re not so small anymore and come out with a vengeance, forcing the industry to open the kimono.
This debate isn’t about Measles. It’s about trust. As brands, we had to face our consumers head on. And we were forced to do better. Big pharma: you can run and hide. But in time, you will be hunted down.
Nicole Ertas is the founder of Free-Range Brands, a revolutionary branding model for breakthrough brand engagement in the post-digital world.
Follow on Nicole on Twitter @freerangebrands.
#measles, #vaccines, #bigpharma, #vaccinations