Covid-19’s Transformation of the Role of Brands

CGB Insights
2 min readJun 24, 2020

Courtesy of Krystel Baeza, Strategy Director for Wunderman Thompson UK and McCombs Class of 2007

The COVID -19 pandemic has completely transformed the world as we know it. People are working differently, living differently, shopping differently and even looking at brands and products through a whole new lens.

We have seen a shift in what consumers value most as result of this pandemic — their community, their loved ones, spending time outdoors and their physical and mental well-being, more so than materialism, looks and brand bulls#!t. Over the last few months, we have placed more focus on values and experiences than products, helping us realize that we are able to live with much less than we ever thought.

In today’s post-pandemic world, there’s evidence to suggest that values are experienced on a much deeper level than thoughts and feelings, which tend to be more short-term; and this shift in consumer values is signaling a long-term impact on purchasing decisions — more considered purchases over impulse and careless buys.

These significant shifts in people’s values have put into question the role of brands, especially in bringing people together in times of social distancing. Brands need to reconsider their role in society and how they service these evolving needs. They need to start thinking about how they fit in a world that has become more digital as a result of lockdown, where there’s a higher value placed on being able to connect digitally and with contactless technology. They need to consistently reflect on the value they share with their core consumers and increasingly deliver meaningful experiences wherever possible.

Consumers want to see brands that contribute to the public good — brands with purpose, but before brands start trying to save the world, there is a feeling that companies should focus first on their own backyard, treating employees fair and doing what they can within their control to support the rebuild once society starts reemerging from the ashes of this pandemic. Tangible deeds will be valued over words, product innovation or ad campaigns more than ever.

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