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How coronavirus could usher in a new era of brand purpose

The coronavirus, with its unprecedented impact on travel, retail and day-to-day life, has sped up several key consumer trends, leading more people to stream media and rely on e-commerce than ever before. Even after signs of normalcy return, the lasting effects on marketing will also be significant, and could enshrine brand purpose — which was already gaining traction pre-pandemic — as the new industry standard, analysts said during a webinar hosted by the Advertising Research Foundation (ARF) on Thursday.

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