Advertisers can help consumers during the pandemic by strengthening their mental health

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 13, 2020, 2:19 PM UTC

More than half of consumers reported stress and worry about COVID-19 in July 2020.

With more than one in six labour dollars coming from advertising, the impact of advertising on the economy is evident. But, advertisers can also play a crucial role in making people feel connected when they are already in the middle of a mental health and economic crisis.

The crisis made consumers feel disconnected with brands as they could not purchase their favourite products or meet friends in their favourite coffee shops. Creating interactive campaigns can help brands fill the void and fulfil consumers’ desire to feel digitally connected.  

Athletic apparel retailer Lululemon has hosted live workout classes on Instagram and encouraged followers to share workout videos with others to make them feel connected. Advertisers can create such events to connect with consumers, without being intrusive or impersonal.

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