Brands face the same challenges as consumers and creatives: to care or not to care. Those that fail to navigate the moral maze will become extinct. But can global brands have a heart, asks Richard Pay, Creative Lead at Uniform.
Sam St. John, Founder of Paragon Pictures, tells us to consider what people want to see right now, and make a brave decision, for the opportunity to stand out while everyone else is being cautious, and future-proof your business.
The coronavirus has forced companies to adapt quickly, mobilising their workforce to remote working with just days' notice, and trying to find ways to maintain business as usual at a time that's far from usual.