Adapting to Crisis

Brands Need to Refine Their Empathy Messaging If They Hope to Reach Consumers

'We're here for you' messages are no longer enough

Most consumers are stressed in some way right now, but Burke's research defines eight groups based on their pandemic responses.Getty Images
By Robert Klara

November 17, 2020

Back in distant March and April, when the pandemic first clawed its way across the country, one brand after another lined up hastily produced spots reminding Americans that they were “here for you” and “ready to help” in these “challenging,” “troubled” and “uncertain” times—“now more than ever.”

Robert Klara

Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.

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