Brands are gradually moving their messaging away from the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2020, 6:03 PM UTC

A study found that a significant number of businesses are talking about environmental, social and governance (ESG) topics.

Spurred in-part due to protests against systemic racism, many companies are slowly starting to move away their messaging away from a COVID-19 centred narrative. Many other companies are also using COVID-19 as a bridging mechanism to get into other topics that they want to discuss.

These moves come as companies, especially the powerful ones, are trying to pivot to other messaging that gels with their values. This piece says that this shift might stem from the fact that brands want to move away from the pandemic and talk about more positive happenings.

But, COVID-19 and its associated costs still loom large over the public discourse. Communicators should balance their impulse to put out positive stories with the reality that the agenda could shift back at any point.

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