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  • Consumers expect brand empathy for key workers
  • Consumers expect brand empathy for key workers
    Irwan (2020) ©
SIGNAL

Consumers expect brand empathy for key workers

Frontline workers have been reframed as heroes during the pandemic, and research shows that consumers want brands to treat them as such. And with people discovering a wider variety of brands thanks to the growth of e-commerce, they’re quick to reject those whose actions they disagree with.

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