Don’t stop Australia: The case for advertising during a pandemic

Research from Kantar suggests that if brands don’t exploit the situation, downplay or mock the crisis, or actively encourage restricted behaviour, then brands have a licence to communicate.

Why it matters

Australian consumers trying to navigate the on-going pandemic are looking to brand communications for a sense of normality. But that doesn’t mean the same marketing playbook can be applied as not all advertising is deemed appropriate – The task for brands is to determine how they can become good ‘lockdown partners’.

Takeaways

  • This upheaval to normal life presents new ways that brands might be genuinely relevant to what people are experiencing.
  • For young Australians, property has become something they’re considering more, likely due to the lower cost of entry.
  • Light-hearted, fun humour resonates in a very clear...

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Insights Team
Bray Leino

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