While some brands dug in their heels as crisis capitalists—others pivoted towards human-to-human marketing.
The companies that took a helping stance won the loyalty of existing customers and attracted new ones. If we’re honest, some of them laid it on a bit thick.
But the essence, when well-executed, still stands: When brands live their purpose and develop an emotional, human connection with customers—they win.
At that moment, on a video call across multiple continents, we decided to go all-in on human-to-human marketing for purpose-driven brands.