Deep human understanding and empathy will be the biggest competitive advantage for marketers in a COVID world, maintains Anna Cherry of Spark Foundry.

Why it matters

In a world with new needs, priorities and new habits, DIY (do it yourself)  and DIFM (do it for me) are two behaviours that have become habitual and these two distinct mindsets – one stemming from a need for control and the other from loss – make it important for brands to understand the values and beliefs that sit behind an individual or group’s behaviour.

Takeaways

• There is an opportunity for communications to...