"The third and fourth quarters of the year are likely to deliver continued focus on racial justice, a potential resurgence of Covid-19, one of the toughest hurricane seasons in years and an incredibly polarized political election season. But amidst this chaos comes great opportunity for brands to take a leadership position and accelerate consumer trust by focusing on purpose and meaningful, authentic social impact." Engage for Good

"In a world beset by a pandemic and all that accompanies it, including an economic recession and political uncertainty, consumers are crying out for brands that can be a beacon of optimism and resilience. This is true across every demographic we study — parents, millennials, Generation Z, and especially kids. In fact, there was a 23% increase in the “Staying Positive” Passion Point among 9-year-olds compared with 2019, and a 12% increase among Gen Z. Now would be a good time for brand stewards to make these emotions central to their brand’s purpose. " MIT Sloan Management Review 8-27-20

"Consumers and employees alike are discerning and will notice the brands that have a strong purpose and act on it. In fact, according to a new report by Accenture, 43% of consumers will walk away when disappointed by a brands’ words or actions on a social issue." Forbes

"COVID-19 elevates the social impact of every business and throws a spotlight on the nature of our companies, our character and our brand(s)." "...Why does your company exist? How does it contribute to societal, economic and environmental progress?" "A brand’s purpose will only be relevant if it sits within people’s own purpose, and not the other way around." Accenture

"Instead of keeping marketing initiatives status quo, or pulling them entirely, brands should consider how they can offer unique content or experiences that consumers will appreciate. It’s also important to offer consumers a way to stay connected while safe at home." MediaPost

“The more that brands can help people stay connected to communities, to passions, to learning, to like-minded people, to the thoughts and ideas, the more that they’re going to win. [I]t’s a humanity moment and it’s the right thing to do.” Tom Herbst, former CMO of the North Face

"Brands and rights holders need to embrace a modern and flexible digital strategy that enables them to compete for a fan’s attention on multiple channels." KORE

“Younger people are very cynical about brands, especially large firms. They are seeking authenticity." Rohit Deshpande, professor of marketing, Harvard Business School. Vanity Fair continues, "Ultimately it would be inauthentic not to respond in some way to the COVID-19 crisis, the elephant in the world’s room."

"The brand has to be visible. We cannot go dark. (But) this is a time to enable and not be opportunistic." Mastercard CMO Raja Rajamannar

"Brands that use their position and resources to be helpful and relevant during (crises) will leave a positive impression on consumers." Ryan Detert, CEO of Influential