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

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 explore the world. But, more than anything else, being in lockdown has created barriers to feeling a sense of connection, of being part of our usual social groups and nurturing our loved ones. The scale and scope of the global impact can feel overwhelming for marketers and researchers alike.

With consumers around the world deprived of social interaction, we have...

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