Toilet paper brand Cottonelle has released an ad with an anti-hoarding message, assuring customers that shortages due to COVID-19 stockpiling are not a risk. By putting people’s peace of mind over its own profits, the ad shows how brands can offer support during times of crisis.

Emirates has become the first airline to conduct on-site COVID-19 testing for its passengers. As brands look for ways to normalise air travel again, this kind of agile response could reassure people – provided they have a choice in sharing their medical data.

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.

As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?