As the world rapidly changes, so too are the brand responses and attempts to connect, support and endure in predominately EQ-driven ways, as well as taking educated guesses on how to navigate which consumer behaviors will ultimately be short-term ‘scabs’ versus longer-term ‘scars’, depending on what the ‘new normal’ may be in their parts of the world.
This not only means finding ways to continue to support the varying and ever-changing needs of those on the ‘front line’ of fighting COVID-19, but also finding ways to help consumers move beyond simply surviving the day-to-day chaos, but, ideally, finding ways for them (and their families communities, businesses, & friends) to thrive.
As we brace for more of the unknown, now’s the time for brands, be they trusted or new, to find ways to provide solidarity, support & structure to consumers’ lives.
This document outlines the 8 Supportive Approaches that brands have taken during this time:
- Supporting the frontline
- Repositioning productivity
- Aiding the vulnerable
- Amplifying WHO advice
- Carrying on at home
- Maximizing moments that matter
- New channel entertainment
- Scabs vs. scars
