This document is a framework for connecting with consumers as COVID-19 restrictions lift. Our Crisis Code for Brands covered what to do in the early days of the pandemic; now, it is crucial to plan for what comes next. As consumers slowly return to public life, brands need to pay close attention to their evolving needs, priorities, and mindsets. Informed by our proprietary survey of 1,200 Americans of all ages and income levels, we provide nuanced messaging tactics for reaching distinct consumer segments as the situation develops.
At the end of this booklet, find a template to ideate responsive brand actions for key consumer segments.