The US is seen as having the biggest shift in how brands communicate in the pandemic in a global survey of marketing, brand, and comms directors. Nearly half of US respondents said brands have become more formal, compared with a global average of 37%. And 70% said they’d seen a change in brand comms, again well ahead of the global average.
The survey, by language and behavioral science agency Schwa, also showed that paradoxically more than four out of 10 believe that brands have become more “soft and fluffy” and almost a third are sending out meaningless updates.
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