In 2020, like everything else, Québec's economy went haywire because of the pandemic. From worrying about their medium- and long-term investment plans, Quebecers went to being far more worried about the here and now. To show Quebecers we could feel their pain, we created a new platform for the Épargne Placements Québec (ÉPQ) built around empathy and reassuring them that in the end, everything would turn out all right. Our message? Even when things are in doubt, they can rely on the EPQ to serve as a "good cushion."