Brands under the spotlight: How brands can navigate a climate of heightened moral judgement

Brands and consumers are sailing in rough seas – not only because of the pandemic, but also due to Brexit and general political turbulence.

Why it matters

Brands have been responding to the turbulence of the last few years in different ways, trying to adapt to consumers’ changing needs and wants. This has created a shift in perceptions towards brands which isn’t going to end when the pandemic is over. If a brand wants to end up as a winner in the aftermath of this crisis it needs to understand exactly what’s driving this shift in behaviour amongst consumers. And what to do about it.

Takeaways

  • Brands are under scrutiny. People are judging them with greater passion and against higher standards.
  • Depending on how...

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