Why it matters
As China emerges from the COVID-19 crisis, brands in the country will have to navigate a changing environment that falls between business as usual and a “new normal”. The lessons will be critical both locally and internationally.
- It is vital to comprehend the underlying emotions that result from the COVID-19 pandemic, as they will influence purchase and media behaviour.
- Brands in categories that were once considered low-involvement, such as household cleaning and insurance, may be able to redefine themselves in powerful new ways.
- Digital channels were essential during the pandemic, and are likely to see permanent...