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?

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.

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.