Although the public’s expectations towards brands had started shifting before COVID-19, the pandemic has rushed brands to no longer talk about but to demonstrate their positive impact on society. Education, economic recovery, and sustainability are just three of the initiatives the public seek. But brands can also contribute to society through innovation, safeguarding user’s data privacy, or protecting users from harmful online content, among other avenues. In any case, a brand’s contribution must feel tangible and relatable to the public. To do so, brands must move away from bold, vague mission statements and focus instead on what can your brand do for me, my family, my business, and my community. So too must brand measurement evolve to account for these new expectations.
We explore this topic further in our latest Point of View.