COVID-19: The Creative Fightback

The Coronavirus pandemic, and the subsequent lockdown, has brought a huge disruption to our daily lives and behaviour.

During this time, brands are unsure how to proceed, but they do have a vital role to play in the fight, and people expect them to step up and lead during this difficult time.

Both in helping them on a day-to-day basis by adapting their products and services, as well as communicating broadly about how they will work with them to set a path to a better future.

We demonstrate this using our polling data with specific measures about what people need and expect brands and their campaigns during this time, measure the creative effects of campaigns that have already reacted to COVID-19, and share Ipsos’ perspective from more than four decades’ experience in branded communication research to outline the steps we think brands need to take to help win this war to protect our way of life, and their long-term survival once we overcome the crisis.

Brands and creative have always had economic and social value, now the ideas and stories they tell may well be one of the things that helps win this war.