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 scr