A new purpose: What brands must do to connect with consumers

Sangeeta Tanwar

As the COVID-19 pandemic upturns life by restricting the movement of people and goods, brands need to look deeper into what’s important to consumers and innovate to succeed.

The global health pandemic has disrupted consumers’ relationship with brands. Faced with lockdowns and restrictions on the movement of people and goods in many parts of the world, marketers are asking whether COVID-19 signifies the end of the experience era.

The health crisis has given people “more time to reflect on mental health and their emotional well-being”, noted Dan Ramirez, head of business excellence (AVP), Insular Life. Speaking at the virtual NGCX Summit Asia, he said this posed new challenges for brands – more than ever, “brands need to look deeper into what’s important to consumers and innovate to succeed”....

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