In a world of relentless change and deep uncertainty, emotions play an even more important role than before in how consumers make their decisions. A brand’s ability to empathise with - and respond to - customers’ feelings and motivations will define its success in an emotionally charged landscape as the world slowly emerges from the pandemic.

72% of customers want brands to be inspirational but only 53% experience brand inspiration.

Empathising with the post-COVID consumer

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