The uncertainty and anxiety created by the events of 2020 have left many people seeking ways to ease their minds and find a sense of serenity. Canvas8 spoke to Dr. Katharina Husemann, a senior lecturer in marketing at Royal Holloway, about consumer spirituality as a coping mechanism.

People have responded to the crisis in different ways – either due to personal choice, privilege, or circumstances outside of their control. Canvas8 spoke to Juliana Horowitz and Dr. Grant McCracken to understand how brands can uncover the nuances of the pandemic experience for their audience.

From messages of support to those that aim to entertain, how can brands deepen their relationships with people during a pandemic? Canvas8 spoke to Tom Doctoroff, author of Twitter Is Not a Strategy, to understand the role brand behaviour plays during a time of uncertainty and crisis.

With COVID-19 making shopping an anxiety-inducing activity, trying new products can be nerve-wracking. But researchers have found that using hope in marketing can increase consumer confidence and product adoption. Brands can mitigate anxiety by spotlighting predicted goals.