Throughout 2020 we asked thousands of consumers, ‘What is the main thing brands should do in this moment?’. Initially, the answers focused on being practical and realistic. Then there was a shift at the beginning of 2021, where over a third of consumers wanted brands ‘to guide the change’ needed in society.
The COVID-19 pandemic has created a much-discussed inflection point on people’s values, needs and behaviours – in short, it has made us pause and think about what is important in both the short and long-term. The unsettling reality is that most of the change is yet to come. And in a period of economic, social and health crises, people are calling on brands to take an active role in building a positive future.
Join us in our latest COVID-19 webinar where we will discuss how purposeful brands can unlock mutual growth and how to overcome purpose paralysis through the key principles of success.
27 April 2021