The pandemic altered everything about how we live, work, and engage with each other—and relationship building with brands wasn’t exempt. Prior to COVID-19, I typically only associated marketing as flashy commercials, jingles, or influencer sponsorship. These days, however, I’m thankful for marketing in a different way—more so as something that needs to be capable of communicating empathy, understanding, and sense of common humanity. Today, I am more aware of those companies that talk about their values and also look after their customers.
What actually changed for me is how much I appreciate honesty in advertising. I’ve been less kind to those brands selling us something without telling us what exactly people actually go through. During and in the wake of the pandemic, customers started to demand more from brands to be more than business—to be pilgrims of adversity who share their story. What this translates to is ad campaigns selling less but speaking like people.
Today, I seek a few certain things when I am sold to: value, convenience, and emotional value. I must feel that the company cares about what I am looking for and respects my time. Convenience has moved to center stage through the assistance of the Internet and shipping options. But more than all of that, most importantly, I want to see businesses that will stand up and speak out about social issues, treat their employees right, and really care about the community that they represent.
A great case in point is a recent Amazon Prime ad I just watched, in which an exasperated young woman is calmed by small gestures of kindness, like being handed a thoughtful gift by the neighbor. The ad doesn’t scream in my face to “Buy this now.”—instead, it tells a soft story of touch, sympathy, and being present for others. That kind of message speaks to me a whole lot more than most sale pitch ads. Overall, the pandemic shifted my consumer expectations. Marketing isn’t just about selling anymore—it’s about establishing trust, demonstrating purpose, and resonating with people. Those who get that are the ones who are blowing my mind these days.