Sep 3, 2020
Why support for key workers must go beyond clapping

COVID-19 brought the UK’s often forgotten essential workers into the spotlight as they took to the frontlines and kept the country running. Yet while they’ve been hailed as heroes by the public, government, and brands, what can be done to ensure they’re adequately supported post-crisis?

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In acknowledgment of their essential role in combating the COVID-19 pandemic, brands have showered key workers with a range of discounts and promotional offers – from beers to beds to breakdown recovery. [1] And in an unconventional move, they were even celebrated on the front cover of the July 2020 issue of Vogue UK. “This chapter in history has seen society shift its attention on to some of the people in this country who are not usually afforded the spotlight,” explained editor Edward Enninful. [2]