Marketing in a pandemic
How can brands tread the line between ‘keeping the lights on’ and doing lasting, reputational damage?Read more
Research shows that people are craving relevant, positive content outside the mainstream news that meets their other social, emotional and intellectual needs. In this context, light content that bonds people in shared experience or which offers an escape has its place.
Brands can meet that demand by knowing their audience, reading the situation and crafting content that is informed, timely and simple.
Ultimately though, truth and authenticity matter most.