As more and more Americans tout their fully-vaccinated status via social media pics, our re-emergence into society is possible. But are consumers ready to turn off homebody status?

Surprise! Governor Abbott’s revelations yesterday sent Texas businesses scrambling. Facing the lift of masking requirements and capacity restrictions, companies must answer a tough question: how do we approach these new changes?

Dining on a patio the night the Governor announced the mask mandate lift, I couldn't help peppering our server with questions about how he felt. He wasn't prepared. Yet still gave his authentic views. Mainly that he would continue to wear a mask and agreed the restaurant shouldn't fill to 100%, noting they should keep tables six-feet apart and continue to limit staff schedules to a skeleton crew. This was his view (which we agree with); the restaurant had not issued their guidelines at the time.

We understand people need to get back to work - especially those in the retail and restaurant industries. These small businesses have suffered so much. However, consider placing more importance on employee and client safety. Yes, not wearing a mask would be lovely; however, we simply are not at that point. (I’m not a doctor, obviously. Our cases dropped because of the Winter Storm; it's that simple. Expect rates to go up again, especially with this new (un)mandate.) Ok... I'll step off my soapbox.

As the virus (and the Texas government) moves quickly, businesses must move faster. Don’t worry, you aren’t alone. But you can be the first in innovative pandemic strategy and communications.

So, here’s what to do:

Maddie Profilet, Founder & CEO of Madhouse Media, has been included in Houston Citybook’s Winter 2021 edition. As a part of the THRIVE + INSPIRE series, Profilet is among other prominent Houston business owners – from the IW Marks Jewelers family to the Houston Texans’ President to her friend Dr. Vanessa Barrow aka the Hot Doc in Heels. Each share stories of grit, perseverance, and wit, growing and learning from last year’s struggles.

Maddie Profilet, Founder & CEO of Madhouse Media, has been honored by Houston magazine as a part of their 2020 Dynamic Women of Houston series. Published in the November issue, the digital version can be found here.

Since 2006, Houston magazine has recognized “a selection of extraordinary women who are dynamic leaders in their fields. These women of distinction are truly accomplished and stand out as some of the best influencers and contributors of our community".

This is a pivotal time. Brands must take a stand. We can no longer stay neutral. Decision, made.

In fact, “nine out of 10 people actually say that they feel better about a brand when it takes a social or environmental stance,” says Marc Pritchard, Global Brand Officer, Procter & Gamble. “More than half of people are making choices on brands based on shared values and more than half of people from Gen Z all the way to boomers really expect brands to take a stand on societal issues.”