Health, safety and the new hierarchy of brand experience

Health and safety are now the new foundations of brand experience as brands navigate the regulations and expectations of COVID-19.

Why it matters

With COVID-19 redefining consumers' behaviour, health and safety is the new centrepiece of brand experience.


  • Have open lines of communication and be transparent, empathetic and hopeful in customer interactions.
  • Demonstrating a sense of community is important to build confidence among anxious consumers.

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