Blog, COVID-19
How can companies help those affected by the COVID-19 pandemic avoid facing stigmatisation and related mental health pressures? In our third blog on the human rights impacts of the COVID-19 virus, GBI Director and Business and Human Rights and mental health specialist Jo Reyes looks at the increasing social stigma (stigma), the emergence of associated discriminatory behaviours and what responsible business can do to combat them.
Stigma in this context is described as:
Stigma can cause adverse mental health impacts on an individual or group. And it can result in breaches of human rights since discrimination resulting from stigma can lead to unequal treatment in the workplace, and in accessing goods, services and employment, with further implications for long-term physical and mental well-being.
How mental health relates to stigma in the current crisis
In recent days, most people reading this will have felt an element of fear. We fear for the health of our loved ones, that essential food, medicines and other provisions will run out or that our jobs, finances and current way of life are under threat. We fear isolation from those on whom we rely and who rely on us. We are, above all, uncertain of what the future holds.
Uncertainty breeds fear, but fear is a normal response to a crisis. It is designed to protect us - to trigger our fight or flight response that protects us.
Fear can also breed anxiety and panic which can add to stigmatisation. One such example is the upsurge in racism and wave of anti-Chinese sentiment, due to the origin of COVID-19. Individuals who are the targets of ill-placed malice and wrongly attributed ‘blame’ can suffer potentially devastating mental health impacts in a moment of potentially extreme vulnerability.
How responsible business can combat stigma associated with COVID-19
Business can have a particularly strong role to play in preventing and combatting stigma at this time. Company management and human resources departments need to understand the dangers of exclusion and stigmatisation, and double-check that their policies have no potentially negative impacts. There are also additional actions companies can take to ensure support of their workers, customers, communities and the general public at this time.
1. Avoid attributing individuals with a “COVID-19 identity” in internal or external communications
Language is key. The World Health Organization (WHO), which had a very useful livestream recently on the mental health implications of COVID-19, notes that shame and disapproval associated with health conditions – including COVID-19 – can in part be combatted through choice of language and the stories we communicate. And at a time when business is in virtual communication overdrive - with workers, customers and communities in which they operate - choice of words and modelling good practice can be extremely powerful. Conversely, getting it wrong can have a significant and detrimental impact on individuals, as well as on reputations.
Companies should ensure they separate the disease from the person. The WHO recommends using terms such as “people who have COVID-19” or “are recovering from COVID-19.” Avoid referring to them as “a COVID-19 case/suspected case”, “a COVID-19 victim”, “a COVID-19 sufferer” or “a COVID-19 family”. Attributing the causes of COVID-19 to a specific nationality, social class, minority, gender etc. is not human rights compatible and can further increase issues of discrimination and marginalisation with the potential consequent negative impacts on mental health and access to other human rights.
2. Help to battle misinformation
Tackling stigma at a systemic level means addressing the things which cause fear, and therefore stigma. Misinformation significantly enhances fear. Mental health specialist Adam Digby told us:
“The spread of misinformation can cause or exacerbate fear and heighten anxiety. Companies can help combat this by ensuring they provide facts from credible and clear sources to their workers, consumers and the communities they impact.”
Ensuring people have access to clear and credible information (such as the WHO and local and regional public health bodies) and reinforcing the facts can prevent stigma and enable a more measured and compassionate response.
3. Think about the impact of stigma on already vulnerable groups
My last blog explored cumulative impacts on those who may be vulnerable to negative mental health impacts as a result of the pandemic. The list of vulnerable people goes beyond those who are experiencing increased anxiety and stress from the current crisis, and companies need to take appropriate and urgent action.
Companies should ramp up their worker welfare programmes and other support networks’ capacity, as well as seek specialised help for, particularly vulnerable people. This category may include those with pre-existing mental ill-health, migrant workers, those in precarious work, those forced to isolate with abusive family members, people with certain disabilities, those caring for the sick and elderly, those impacted by bereavement and more. Those experiencing stigmatisation due to COVID-19, on top of pre-existing sources of stress, will need enhanced protective measures and reliable sources of help.
4. Prepare those who provide support to tackle the impact of stigma
Companies aiming to provide a sustained, coherent and solid response to stigma and its impacts will need to ensure that occupational health teams, human resources departments, those managing worker/community welfare hotlines and others in positions of support are prepared and understand the impacts which stigma can have (now and in the long term). Additional training and support may be needed for these functions to ensure they have the capacity and expertise to deal with issues that arise in connection with stigma.
It may not always be appropriate for a company to try to support people experiencing stigma as a result of COVID-19, so an understanding of whether, when and where to refer to for other forms of support may be necessary.
5. Convey good, positive messages about recovery from COVID-19, or worker or community efforts to give support to those in need
Sharing examples from your company or elsewhere of how people are working responsibly to help and support around the world can send a strong signal that those impacted by the pandemic need compassion - not ostracisation - at this time. Such messages can normalise positive responses, helping to prevent stigma.
Prepare for a long-term fight against stigma
Companies may face complex issues posed by stigma at this time and over the long term. They would be wise to identify this human rights risk as soon as possible to put in place short- and long-term strategies to reduce and mitigate the risk and to support those adversely impacted by stigma.
Companies can be a powerful part of the solution to preventing and mitigating the adverse impacts of stigma associated with COVID-19. Listening to those most vulnerable to stigma can help companies gauge whether their efforts are having the intended impact. And, as companies eventually ‘get back to normal’ post-crisis, it is important to keep a very clear focus on continuing to fight stigma and its effects.
Access more on COVID-19 and responsible business practice here:
- COVID-19 and business and human rights: adopting a responsible business response
- COVID-19: The mental health considerations for responsible business
- COVID-19 and contract non-performance: wise companies are guided by business and human rights thinking
- COVID-19 and the right to water: the crucial role of responsible before and after the pandemic
- Pandemic shows need to integrate human rights specialists into crisis management teams