A new concern among consumers: Brand safety

Chris Warren

COVID-19 has lent a more literal meaning to brand safety, with consumers acutely interested in how the products and food they buy are manufactured, packaged, and distributed.

COVID-19 has turned an industry term into something far more literal. Will brands continue to promote the safety of their products when the pandemic ends?

 

Michael Austin/theispot.com

These are not the kinds of comments CMOs typically espouse: Norman de Greve, CMO at CVS Health, talked about how the pharmacy chain's leadership team had to pivot from longer-term thinking to build an agile approach that could respond to local conditions. Muriel Lotto, global head of brand and marketing at Western Union, described reviewing all marketing content and pulling back from out-of-home campaigns. Nasdaq's chief marketing and communications officer Jeremy Skule...

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