Covid-Inspired Lessons Learned for Brands

Does your brand have a responsibility in the face of the challenges posed by Covid and racial injustice? Yes.

The author(s)

  • Menaka Gopinath President, Ipsos Social Media Exchange, NA
  • Rachel Rodgers Senior Vice President , Creative Excellence, Ipsos US
  • Pedr Howard Senior Vice President, US, Creative Excellence
  • Seth Traum Managing partner, Ipsos Strategy3 North America
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America is in the midst of two significant crises – the coronavirus pandemic and the protest against racial injustice – both of which have demonstrated that there is a marked difference between an important message and an impactful message for your business/brand.

Revisit our panel discussion featuring experts who share Ipsos insights about what Covid-19 has taught us about how brands should respond and react in a crisis. By viewing this session, you will hear:

Lessons learned through the stages of Covid-19 so far:

  • The sea of sameness, in which brands made a lot of noise and gained little reward
  • How brands have since tailored their messaging strategies to achieve better results

Similar lessons now emerging in response to the protests about racial injustice:

  • The spectrum of brand reaction, from superficial to more meaningful
  • What consumers think brands should be doing, and the basis for their permission to speak

Key insights and recommendations:

  • On what basis is it advisable/permissible to advertise in a crisis
  • Commercial purpose considerations, and the repercussions of speaking or remaining silent in a crisis

The author(s)

  • Menaka Gopinath President, Ipsos Social Media Exchange, NA
  • Rachel Rodgers Senior Vice President , Creative Excellence, Ipsos US
  • Pedr Howard Senior Vice President, US, Creative Excellence
  • Seth Traum Managing partner, Ipsos Strategy3 North America

Media & Brand Communication