Future brand purpose-led marketing initiatives may need to lean more heavily on digital media, with consumers less comfortable gathering in large numbers in light of the pandemic. That’s the view of the architects behind Hulu’s award-winning ‘The Shape of History’ campaign.

Why it matters

Many successful cause-related marketing campaigns have been anchored with physical stunts – such as Hulu’s decision to install dozens of temporary statues to highlight gender imbalance – which then create social media buzz. This approach may no longer be possible, at least until COVID-19 is firmly in the rear-view mirror.

What’s the alternative?

In...