June 16, 2020
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Adweek: Brands Will Pay a Steep Price If They Don’t Say Something
Adweek featured a perspective from Collette Eccleston, svp of Pragmatic Brain Science® about how brands should approach their messaging in the face of the COVID-19 pandemic and protests calling for racial justice.
Here’s an excerpt from the piece:
For months, the coronavirus pandemic sent shockwaves of fear and uncertainty throughout the consumer landscape. Out of necessity, many people adopted new buying habits and preferences during the lockdown; they gravitated toward ecommerce, curbside pickup and contactless delivery options. Now that the economy is reopening, one question looms large: How many of these temporary buying habits will become permanent preferences?
This uncertainty presents a problematic situation for marketers—and that situation has only become more complicated after weeks of protests against police brutality and racial injustice. These issues certainly demand systemic change, but they also require adjustments in terms of brand messaging.
Read more in Adweek (subscription may be required). Image illustration credit: Amira Lin.
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