Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis

New Dentsu Aegis study shows what consumers expect (and need)

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While several studies have been conducted in recent weeks in hopes of understanding what consumers need during an unprecedented global health crisis, many of them seem to just reflect the obvious rather than building a more helpful framework through which to see what’s happening around us.

In contrast, Dentsu Aegis came up with a set of phases—based on the five stages of grief—to help garner more from survey respondents. Asking people which phase they identified with, and how that’s changed over time since the pandemic began, created an insightful set of information to help brands navigate the emotional storms that consumers are currently weathering.



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