Should science alone dictate policy on how to cope with the coronavirus pandemic? Governments worldwide are grappling with this thorny question as they loosen lockdowns that have tested the tensile strength of communities and economies alike.
Stay-at-home orders have clearly saved lives by reducing the number of new COVID-19 patients streaming into overwhelmed hospitals. But measures to protect health have come at a steep economic and social cost.
Even among scientists, opinions are divided.
"If we want COVID-19 to be a bad memory and not a current nightmare, scientific advice must be prioritised in all political decisions, period," said Sara N. Bleich, a professor of public health policy at the Harvard Chan School of Public Health.
But Simon Chauchemez, a mathematical modeller and a member of the scientific committee advising France's top leaders, said science is not the only factor in the equation.
"As scientists we try to shed light, but at the end of the day it is the politicians who have to make decisions," he told AFP.
The competing interests and hard choices facing leaders are coming into sharp focus as they set new rules -- different in every country, and sometimes from one sub-region to the next -- for sheltering-in-place, public gatherings and the businesses that should be allowed to reopen.
In Britain, the government of Boris Johnson has been sharply criticised for its late response to the pandemic.
"We scientists said lock down," Helen Warn, a professor of public health at Imperial College London, said in a commentary. "But UK politicians refused to listen."
In Germany, Chancellor Angela Merkel -- widely praised for her management of the pandemic -- has paid close attention to the scientists.
- 'Government by scientists' -
"It helps that she's a scientist and can handle numbers," said Christian Drosten, head of the Institute of Virology at Charite Hospital in Berlin, noting that Merkel has a PhD in quantum chemistry.
At the same time, Merkel has encountered criticism for pushing hard to keep stringent shelter-in-place requirements in place.
"When I hear that all other considerations must take a back seat to the protection of human life, I find that kind of absolutism unjustified," Wolfgang Schauble, president of Germany's Bundestag, or parliament, told the Tagesspiegel newspaper.
In France, opposition politicians and some public intellectuals have similarly criticised President Emmanuel Macron for hiding behind the opinions of scientists.
"Be careful to not make health the absolute value," said philosopher Andre Comte-Sponville in a radio interview. "And don't expect doctors to solve all of our problems."
And yet Macron's government has also been attacked for green-lighting the gradual reopening of primary schools across France starting on May 11 despite the recommendation of his own science advisory body to keep them closed until September.
Macron's decision "is not really that shocking," said Pierre-Louis Druais, a neighbourhood doctor and member of the advisory panel.
"We set the general direction, but it probably wouldn't be very healthy if society were entirely run by scientists," he told AFP.
"Our role is to provide health advice," Arnaud Fontanet, another member of the scientific advisory panel, told lawmakers last week. "The role of politicians is to make decisions based not just on what we say but on a raft of social and economic considerations in which we have no say."
- Mixed signals from Trump -
"I am opposed to a government of doctors," said emergency physician Mathias Wargon, whose wife is a junior minister in the French government. "And tomorrow -- when the issue on the table is jobs -- I'll be against a government by corporate leaders."
It is important for elected politicians to call the shots, Wargon added, noting that myriad unknowns about the new coronavirus have caused disagreement among experts.
This is one reason most countries hit hard by the pandemic -- including France, Italy, Spain and the United States -- have created special advisory bodies to sift through the thousands of reports and studies already released.
Britain's Scientific Advisory Group for Emergencies (SAGE), created in 2014 to cope with the Ebola epidemic, was reactivated for this purpose.
The US Coronavirus Task Force is unusual in that its daily press conferences have, with rare exception, been dominated by US President Donald Trump.
Sometimes Trump is in open disagreement with respected members of the task force such as immunologist Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, and Deborah Birx, the US global AIDS coordinator, especially on the issue of how, where and when to ease lockdowns.
Fauci and Birx have called for keeping stricter restrictions -- on the reopening of schools and sporting events for example, while Trump has openly supported lockdown protesters.
Political observers suggest Trump is focused on presidential and congressional elections in November, and would like to see the US economy back open and booming before then.
"President Trump cannot control his political instinct," said Robert Blendon, an expert on health policy and politics at Harvard University. "In his view, if this doesn't change, he's going to lose the presidency."
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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