PLANNING STRATEGIES: COVID-19 Rewrote the Rules on Cultural Relevance
Michelle Hayward and Eric Staples, Authors Before COVID-19 disrupted life and business around the globe, brands treated Cultural Relevance as a trend chase. But brands can never go back to solely engaging the world through easy associations with sports wins or meme-worthy entertainment world gaffes. With the Delta variant still spreading, today’s consumer is now enduringly connected to their humanity, their vulnerability and to the communities they’ll speak up to defend. The pandemic transformed their relationship to big events. So to build influence in 2022 and beyond, brands must establish clearer, more credible points of view-and their participation in cultural moments needs to be far more real.