The pandemic arrived and brought with it many new and surprising changes in how companies do business. One of the most interesting, and most impactful, changes for organizations has been how consumers engage with brands. A recent survey indicated that consumers are rethinking how they interact with others and have reevaluated priorities in life. This includes the types of brands that will get their business in the future.

These consumers were much more willing to change brands if they didn’t feel the brand promise was in alignment with their core values. They also indicated they would spend more money with brands that they felt supported and understood their needs during challenging times.

This can translate to a simple construct: The more human the brand, the more business that brand may get. These consumers looked at factors other than just price and quality; trust and brand reputation factored into their decisions. This trust encompassed brands taking responsibility to live by their values and be more relevant in today’s world.

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