Earlier this year, I started putting together my thoughts on how Covid-19 would influence our world.
As customer behaviour is a big driver of how the economy responds to such events, my initial thinking was focused on how the customer decision journey would be affected. In early May, I took the time to update my thinking to also consider the impact on wider stakeholder groups.
What’s next for brands – EACD working group for Brand Leadership
The topics I discussed during the Working Group session were:
Thesis 1 – The purpose of “purpose” and ESG will change permanently
In the current economic climate and post-Covid-19, being clear on purpose and adhering to ESG-principles (Environmental, Social, and Governance) will be more important than before.
Thesis 2 – The contract between state and business will change
Due to Covid-19, the contract between state and business will change in many sectors.
Thesis 3 – A brand owner’s impact on the customer journey radically changes
The current physical limitations have pushed customers to online solutions. As a brand owner, this will have a significant impact on the customer journey.
Please view the video of the session and Q&A below. As always, I am keen to hear your feedback or comments on the topics we discussed here. If you would like to discuss any of the themes or content, please feel free to email me at firstname.lastname@example.org, or contact me through LinkedIn.