A new purpose: What brands must do to connect with consumers

As the COVID-19 pandemic upturns life by restricting the movement of people and goods, brands need to look deeper into what’s important to consumers and innovate to succeed.

The global health pandemic has disrupted consumers’ relationship with brands. Faced with lockdowns and restrictions on the movement of people and goods in many parts of the world, marketers are asking whether COVID-19 signifies the end of the experience...