How should brands connect with consumers when things are not rosy?

When the COVID-19 pandemic first hit, many advertisers began asking how to respond to a crisis of such global proportions: both in terms of whether to keep advertising – and, if so, how to speak to consumers at a time of such disruption.

Since then, the world has watched Russia’s invasion of the Ukraine, and subsequently brands faced questions around how to respond in terms of their own advertising and business activities.

No two global crises are the same, of course, so brands need to carefully consider the context of the situation – including consumer perceptions – to make the right choice. But after more than two years of life in a pandemic, it’s fair to say that we’ve learned some lessons about the power of creativity in a crisis.