In addition to growing concerns about supply chain disruptions and uncertainty of workforce protocol, brands and retailers must consider the consumer. Is it possible to deliver sincere messaging and connect with consumers in a time of uncertainty and disruption without selling a product?
Stores are continuing to close across the globe, though because of social media and online outlets, companies are able to remain in close communication with consumers everywhere. However, as brands navigate actions carefully predictions show media and advertising will also see less spending from brands.
Lynn Tesoro, co-founder and chief executive officer of HL Group told WWD that messaging, at this time, might not be about quantity or frequency but rather responsibility and sensitivity. “As we’re all working from home, people need a distraction and we’ve found that fashion media is taking that need seriously while being self-aware and supportive of those impacted by the pandemic,” said Tesoro. “Messaging needs to be authentic.”
Concurrently, Jill McDermott and Sara Andréasson, co-founders of Michele Marie PR said consumers want to hear how brands and businesses are helping the local community and note that consumers read through media stories. “Consumers need some relief from the emotional exhaustion of Coronavirus,” said McDermott. “We are

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