Stuck largely at home with their favorite stores shut down or operating with significant limitations, customers have moved quickly to shift their habits to be safer and more digital. The human and financial tolls of the virus have also made customers more sensitive than ever to the messages that brands are sending.
Empathetic messaging that taps into new shared realities like working from home, social distancing and missing loved ones is particularly relatable and effective. While humor may have felt out-of-place at the start of the pandemic, audiences are beginning to show a greater appetite for levity as well, according to Kim, but it’s still important to actively follow online sentiments in case those trends shift again.
Outside of groceries and household supplies, at-home entertainment is the only category where net intent to spend has remained resilient throughout the crisis, according to
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