With a third of the global population under lockdown, everyday life has changed beyond recognition in a matter of mere weeks. But whilst the grocery retail environment may feel very different at present, the permission to visit and shop within supermarkets offers a semblance of normality during a time that feels anything but.
Adapting to this ‘new normal’ is critical for brands and marketers to get right. This is a time of great collective responsibility, and in an age of ‘purpose-led’ marketing, the current backdrop challenges brands to step up and deliver against their promises; to shift beyond rhetoric and...