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  • How can brands lend a helping hand during a crisis?
  • How can brands lend a helping hand during a crisis?
    Iris Wang (2020) ©
Thought leader

Why blanket messaging isn’t enough in a crisis

People have responded to the crisis in different ways – either due to personal choice, privilege, or circumstances outside of their control. Canvas8 spoke to Juliana Horowitz and Dr. Grant McCracken to understand how brands can uncover the nuances of the pandemic experience for their audience.

Location Global

Scope
“In the current moment, we’re looking at the embrace of digital technologies that we succeeded only in partially embracing over the last 30 years,” says Dr. Grant McCracken, anthropologist and author of Chief Culture Officer. “This pushes us, out of necessity, to become vastly more comfortable with digital options and I think it ushers in a full conversion to becoming a digital economy.” [1] From first dates to real-time sports fandom, many activities have migrated online as continued lockdown and social distancing measures prohibit ‘normal’ interaction. And this acceleration in digitisation could be ...

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