The COVID-19 pandemic has painfully laid bare our human vulnerabilities and the volatility of our social construct. Less noticeably, but just as relentlessly, it is also shifting the dynamics between consumers and brands.
With over 60% of global consumers switching brands due to value, availability and quality (McKinsey Consumer Sentiment July 2020), it is more critical than ever for brands to walk the talk.
This does not just concern corporate social responsibility (CSR). While the impacts of the pandemic are global, what consumers are grappling with are day-to-day concerns that are no less real and that feel more personal, visceral...