The COVID-19 pandemic has transformed our beliefs and knowledge systems. TSLA’s Junk Desk says brands need to leverage changing worldviews and behaviours in a lasting way, and partnerships can trigger or tap into these greater shifts.

Why it matters

Successful brand partnerships should not only react to behaviours but also trigger or tap into cultural shifts sparked by the pandemic. They need to leverage these changes to unlock value and open up opportunities for the future.

Takeaways

• Brands need to look at localised cultural beliefs that are evolving and harness them.
• Brands have to know their limitations and find...