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.
Global vaccines research
As the race to vaccinate the global population gathers speed, the world continues to face many more questions than answers – not only about how long the vaccination process will take, but how it will roll out, willingness to have the vaccine, and once vaccinations have become widespread, how the journey continues back to ‘normal’…?