Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.

Why it matters

The COVID-19 pandemic offers brands an opportunity to live up to brand purpose and be seen by consumers as empathetic and engaged. But 75% of people surveyed said that brands should not exploit the pandemic to promote themselves blatantly. In the scramble to be purposeful, marketers need to make sure that they don’t end up being opportunistic and risk the wrath of people under strain and stress.


  • In tough times, brands must show that they belong and be the guidance which people seek.
  • Any brand communications must reflect the expectations as well as behaviour of consumers,...

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Insights Team
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