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.
  • Ensure that any innovation around the positive aspects of the COVID-era experience can be harnessed in an inclusive way to the benefit of both businesses and individuals.

The COVID-19 pandemic has driven health and safety concerns up the agenda for consumers and brand owners alike. The pandemic has also created long term uncertainty, which...

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Insights Team
Bray Leino

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