Making safety cool

Maybe it’s the renegade mindset or the invincible nature of humans, but for some reason safety has rarely been culturally cool. Especially when you’re asking people to alter their appearance.

At Listen we dove into this topic around helmets on our Overheard episode ‘It’s the law, but nobody wears them.’ The pandemic has now brought on a slew of behavior shifts across society that are rooted in keeping people safe. Stay at home and physical distancing are the most dramatic. But what about physical goods? Hand sanitizer is gold and will become a staple in every car, handbag and office moving forward.

Making safety cool

And now masks! They are not a must-have accessory, but a literal must-have to help avoid, like, getting COVID-19. As the country begins to mandate masks in public, laws might enforce the behavior shift, but brands will try to make it cool. Time will tell what cultural status symbols survive in a post-COVID world but it seems like the idea of branding safety is finally upon us.

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