Finding purpose in crisis: Brands, COVID-19, and social responsibility

with Eric Villain and Amy Wills

In today’s world of deadly viruses and impassioned social protests – none of which will be subsiding anytime soon – brands cannot afford to simply go through the motions of “doing good.” COVID-19 and the racial equality movement have raised the stakes when it comes to social responsibility; brands cannot sit still – but issuing predictable press releases followed up with little action simply won’t cut it.

In the latest episode of GfK’s Thinking Ahead podcast, brand experts Eric Villain and Amy Wills explore the opportunities and pitfalls for brands in this fraught landscape. How can brands make a difference while staying true to their identities and consumer expectations? How can they discover a renewed sense of purpose in the middle of crisis?

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This episode features

Eric Villain

Eric Villain
Managing Director, Marketing Effectiveness

Eric has over 25 years of experience in marketing insight spanning a wide array of brand management disciplines, including innovation, positioning, communication development, tracking, brand equity, market segmentation and customer satisfaction. Eric also holds a passion for creating successful, highly collaborative teams.

Amy Wills

Amy Wills
Vice President, Marketing Effectiveness

Amy has over 20 years of brand and communications research experience. She has worked extensively with domestic, as well as large international research efforts with a keen focus on providing quick turn around deliverables with actionable insights and visually appealing reports.  She has done considerable research developing programs for measuring, tracking and developing strategies for building brand equity and improving brand health.  

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Whitepaper: Discover your brand's authentic purpose & build deeper consumer connections

GfK’s new guidebook for “citizen brands” draws on a variety of GfK studies, plus the expertise of our brand team, to deliver clear recommendations in uncertain times. This practical handbook explores

  • What consumers expect from brands today
  • The connections between causes and brand equity
  • Generational and cultural differences in brand attitudes and expectations
  • The importance of employee relations to consumer connections
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This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.