Budweiser has repurposed its sports and entertainment budgets and turned them into a donation to the American Red Cross. As the effects of COVID-19 force people to rethink their priorities, brands are winning fans for reflecting the overriding mood of wanting to help people in need.

At a time when it’s safer, easier, and more reassuring to shop online, small, local businesses are struggling. American Express’ ‘Shop Small’ activation aims to remind people of the benefits of supporting small businesses, showing how the right incentives can encourage people to remain loyal to local.

The COVID-19 pandemic has upheaved societies around the world – perhaps permanently. There’s an acknowledgement that everyday life will have to change post-lockdown to avoid further outbreaks, but could this transition also present a chance to usher in a fairer, greener, and less lonely future?

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.