In everything we do as brands, context matters. Beyond the basic actions taken to protect employees and businesses during a crisis, brands can either help or hinder our collective experience. So when a cultural moment shifts as dramatically as it has in the face of COVID-19, it’s important that brands address the issue with tact, empathy, and mindful marketing.
That said, when it comes to current and planned campaigns, marketing teams face unique challenges during a crisis. While it’s still early in the quarantine, we’ve already been asked to help our clients adjust their communication approaches.