The Unshared Experience: Meaning Making in the Time of COVID-19

The Unshared Experience: Meaning Making in the Time of COVID-19

WITHIN WEEKS of most people worldwide experiencing orders to shelter in place and as people encountered a chaotic, uncertain world, Brandtrust desired to understand the human experience amidst the COVID-19 pandemic. We felt diving deep to understand the pandemic would provide us, and our clients, a unique opportunity to understand the human experience at an inflection point. We believed it might offer us a window into how humans process difficult experiences and make meaning in the face of uncertainty.

And, with this, would help us understand what is needed most right now, and how brands can play a role in serving the greater good.

Our deep dive revealed truths that felt both profoundly meaningful and deeply familiar, which is often what we find when researching human experiences for clients. We rarely discover previously undiscovered ideas; rather, we reveal that which is so true it almost feels retrospectively self-evident. It is these truths, hiding in plain sight, that so often hold the key to unlocking a winning brand strategy, one that writes itself into the customer’s story and becomes irrationally indispensable.

We invite you to take this journey of human truth with us during these unprecedented times.

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