‘Living with Covid’ successfully will require clear communication from government and business

The Prime Minister has unveiled the UK Government’s plan for ‘Living with Covid’. Many of the last Covid restrictions placed on businesses and individuals have now been removed. While infection and hospitalisation rates are falling fast, let’s not forget that a potentially deadly disease is still in circulation. To minimise Covid’s future damage to public health going forward, we’ll still need clear communication at every level, especially from business.

Boris Johnson has announced what he hopes signals a return to business as usual, as we transition into a period of living with Covid among us. What ‘living with Covid’ means in reality is that the balance of responsibility for controlling the spread of the virus has shifted from government and health bodies onto businesses and individuals.

And this is where it could get confusing. Especially considering experts expect further pandemics, potentially as soon as within the next decade, not to mention other variants. Businesses need to be ready to adapt to unseen threats that may yet come our way. However, if the pandemic has taught us one thing, it’s that businesses are incredibly flexible and resilient.

Deliver clarity in a world of mixed messages

To minimise the future potential negative impact of Covid, businesses have a responsibility to their staff and customers to provide a Covid-safe environment. Businesses should already have policies in place, but in a world of ‘living with Covid’, they now need to strike the right balance.

New rules mean new policies. ‘Living with Covid’ could become a grey area for HR departments to navigate. For example, while people with Covid will no longer be required to self-isolate, will an employer want contagious staff to come into the workplace and risk forcing other staff out of the workplace through illness?

In addition, businesses don’t want to face accusations of discrimination or ablism from the UK’s estimated 3.7 million clinically vulnerable people, for whom government guidance looks unlikely. Businesses must outline what ‘living with Covid’ means for their staff and continue to be flexible with their policies.

Consumers will also need clarity. Each organisation will be different, so customers could be faced with different rules in each establishment they enter. Businesses will need to communicate effectively through all the channels open to them around their policies.

A chance for businesses to lead by example

The last two years have been an acid test of leadership for business, government and healthcare operatives. Grayling’s 2021 study found that trust in pharma had grown but was inconsistent across the world. While Johnson’s government struggles with continued controversies over alleged breaches of its own lockdown rules, many businesses have led by example throughout the pandemic in how they have looked after their staff and customers.

But ‘living with Covid’ is not an invitation to lower our guard. A recent study has demonstrated that people in the UK are less likely to change their behaviour to adapt to Covid than many other leading economies, although mask wearing in enclosed public spaces appears to remain high despite some requirements having been lifted.

There is little businesses can do outside their own premises to prevent the spread of Covid, but on their own premises they can. Businesses must continue to provide clear guidance to guard against complacency.

If your organisation wants to discuss how to adapt its messaging and communications, do please contact me.

Kathryn Ager, Head of Health, Grayling