Context Is Critical for Brands Responding To Covid-19

With many countries re-opening into what appears to be a long-term recessionary environment, companies are naturally looking to make comparisons to past times of economic challenge. But the lessons of the past may not be a perfect fit for today. In a recent article Scott McKenzie, Nielsen’s Global Intelligence Leader, stated, “…to make side-by-side comparisons between what happened just over a decade ago and today’s circumstances would be overly simplistic. Treat it as a helpful baseline and know that adjustments to consumer demands this time around need to be made with far more speed and fervor than we have ever considered”. 

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