Sacrifice for the Greater Good

As we now face the predicted second wave of the Coronavirus pandemic there is much to reflect on and learn from as we consider how to navigate the continuing complexity of this little-understood and highly contagious pandemic. We must balance the fear and uncertainty of the repercussions of the second wave, both on our health and wellbeing and also on our financial security and prosperity, with continued hope and optimism that we are reaching ever closer to a vaccine at some point in 2021.

A priority has to be ensuring that the national sense of solidarity that united our communities is not now lost or compromised as we move into this next stage. We are very much facing an uphill struggle overcoming the devastating impact of this pandemic, but this struggle could be lightened by our communities coming together to prioritise, and ultimately to focus on the greater good. Protecting each other was a clear motivation for our actions in the first wave of the pandemic, but the need to further protect and nurture our communities is more important now than ever before.

Our priorities have to be rebuilding our businesses and economy, protecting the most vulnerable and those in need, increasing connections with our older population, and our children and young people experiencing the much needed benefits of education.

Almost all reward comes at some cost. Sacrifice is a necessity for the greater good, and we have learned over the previous six months that there are numerous negative side effects of lockdown strategies. We have also been witness to the selfless commitment of healthcare and other key workers who put their lives and those of their families at risk to care for the sick, many of whom were unsupported and unprotected through a lack of PPE and clear strategy. They have all demonstrated so clearly the act of sacrifice for the greater good.

At this moment in time, prioritising these key areas may mean our free movement, social gatherings, holidays and entertainment options continuing to be restricted. This feels like a small price to pay to be able to nurture and invest in our communities, to continue to care for each other, and to do our very best to mitigate the risk of horrendous loss of life from this virus.

We are all individuals who make daily risk-assessed choices, who have differing priorities and perceptions about what is acceptable, who have different perceptions on the value of personal choices and freedoms versus considering the impact on our communities as a whole. In order to emerge from this pandemic as a strong resilient nation we need to put the needs of our societies above our own, to consider our obligations to each other rather than our personal rights, and to compromise on our precious individuality for the health and safety of others.

Let’s continue to pull together for mutual benefit and demonstrate our resilience, compassion and our respect for each other. Let’s appeal to our altruistic natures rather than our self-interest as we will all ultimately reap the benefits. Let’s focus on the greater good and encouraging the best choices. Let’s continue to rise against the continued challenges we face, to be purpose driven and patient about our lives hopefully returning towards something close to what once felt normal.

We all have the ability to make our world safer, more prosperous, and more resilient which will lead to a better future for all of us. This requires the simple, practical necessity of cooperation, collaboration and caring for others in order to collectively overcome this virus.

This global pandemic has reshaped our world, our behaviour and our expectations. It continues to require a coordinated, global response and sacrifice so we can build a better way forward.

Let’s all be part of that solution.


David Welch, CEO of KSS
Our Chief Executive David Welch

Saving lives when every second counts

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