WHAT CONSUMERS WANT COMPANIES TO SAY AND DO IN A YEAR LIKE NO OTHER

The Changing Role of Companies in 2020

Driven by a dwindling economy, an unfolding pandemic, significant social unrest around racial injustice and an imminent election, 2020 has been defined by a quickly changing consumer environment. This in turn means a moving target for marketers aiming to strike the right tone and message in brand communications.

With the holiday season — and a second wave of coronavirus — descending upon America, this moment is an ideal pause point to reflect on lessons learned since the pandemic shut down the country in March and since corporate activism has increased around the Black Lives Matter movement.

Our report brings together the latest insights to help brands assess their efforts and plan for what’s next.