Relative relevance: How brands can re-connect as consumers adapt to a post-COVID world

Jacob Harbord, Christine Tan, Clement Law and Angel Manzano

There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.

COVID-19 has created barriers to fulfilling almost all our emotional needs. Uncertainty has undermined our capacity to feel safe, secure, and in-control of our lives. Trapped inside our homes, we are no longer able to enjoy the same pleasures, nor ex

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