Adweek
Apr 24, 2020
View entire article
From managing expectations to planning for post-pandemic
Over the past few weeks, the marketing community has rallied around the importance of empathy, optimism and humanity. We’ve discussed how important it is to not lose sight of these, despite the blocking and tackling we’re all facing at this moment.
“Companies acting with deep empathy and evolving the way they prioritize their consumers—by putting them first and truly creating added-value solutions—are the ones that will not only lead through this crisis but will be best positioned for growth beyond it. This humanized-growth approach is how marketers should be taking action. So now, the critical question that we should ask on every single brief is, ‘What human problem are we solving?'” —Brad Hiranaga, CBO, North America, General Mills