Voice

Covid-19 Is Challenging Brands to Channel Their More Human Side

It’s not a time to be opportunistic; be empathetic instead

A still from Frozen 2 — In this time of extreme uncertainty, one thing is clear: This pandemic leaves no room for opportunists.Disney

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

The coronavirus crisis has upended the way we live and do business with record speed. Schools are closed. An unprecedented number of people are working from home or are out of work entirely. Bars, restaurants, theaters and churches are suspending service in growing numbers as Americans are urged to stay home.

For marketers, it can feel like the sky is falling. Every major TV network has shelved its in-person upfront. NCAA March Madness, the NBA playoffs and The Masters are officially off the spring sporting menu.