Marketers must think in terms of “anti-fragile scenarios” in current circumstances

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2020, 11:25 AM UTC

Brands may have to “think of people less as consumers and more as citizens.”

This article highlights how companies can react to the pandemic and help consumers while maintaining their relevance in their minds. The&Partnership’s Oliver Feldwick suggests that businesses must adapt their tone and expectations to suit the current scenario.

They must think in terms of “anti-fragile scenarios” rather than having fixed marketing plans. It could help their efforts to limit the damage caused by the pandemic. Adjusting priorities and mindsets to align with people’s changing sentiments can help companies limit the loss caused by the pandemic.

The author contends brands must focus on short term goals of surviving and solving the problems for their society and customers. Feldwick adds, “Because the memory structures we are building now will go deeper and last longer”.

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[2 minute read]