REPORT | Fear: Marketing in the Era of COVID-19


The COVID-19 pandemic has thrust our global culture and economy into unchartered waters resulting in a new level of anxiety. While there’s no marketing playbook for a pandemic, there’s one thing humanity needs now more than ever—empathy.

Empathy is an underrated mental muscle with a unique superpower. Can fear be eliminated in the age of COVID-19? No. However, can we use other emotions to reduce its power? Absolutely. This is an important moment in time for brands to connect with their consumers during and post pandemic. See how overcoming fear can drive engagement and build brand affinity.