Consumers Crave Leadership and Expertise, and Marketers Need to Adapt

Populism had buyers wary of consumerism, but Covid-19 drove them back to prior preferences

a woman walking through a red door with viruses on the walls and a blue sky and clouds outside
For many buyers, their default comfort stance seems to be wanting a brand that will step up as a leader. akinbostanci/Getty Images

Up until a few weeks ago, the 2020 election was going to be all about populism and its widespread influence on consumers’ attitudes and behaviors, from the ballot box to the supermarket.

This story first appeared in the June 8, 2020, issue of Adweek magazine. Click here to subscribe.
@lisakclunie Lisa Clunie is co-founder and CEO of advertising agency Joan Creative.
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