Purpose-driven Brand Behaviour

This pandemic has highlighted more than ever the importance of purposeful brand behaviour over mere brand communication.

According to a GlobalWebIndex survey, actions that consumers would like to see from brands are – flexible payment terms (83%), offering free services (81%), closing non-essential stores (79%) and helping to produce essential supplies (67%).

TBWA has developed a COVID-19 Response Framework that identifies new consumer attitudes, beliefs and behaviours. Using this framework, we strategise how brands can help people across the stages of this pandemic.

Link to full articles:
Coronavirus: insights from our multinational study