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

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

Consumers want brands to address the crisis, but how they want to see that changes as they process it. Getty Images

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.

@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.