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HOW BRANDS HAVE REACTED
One millennial stated that for her “there is nothing more likely to bring a brand to life than going into store” PR Professional 1 (2020). This is a luxury
that people have missed as it includes a social aspect as well as a pleasant pass time. The absence of this during the pandemic has made it vital for brands to react by ensuring they have an online presence whilst at the same time building suspension for when the bricks and mortar shops would be allowed to reopen.
Consumers observed how brands treated their staff
during the pandemic and at times it would effect whether they continued to shop with them. “We shut our warehouses for two or three weeks and that meant that you literally went on the website and it said closed,” PR Professional 1 from a major high street brand. This is not only beneficial to the workers of the warehouses wellbeing but also to the reputation of the brand. By showing that they are putting the safety of their employees before sales it is giving consumers an incentive to support the business after it reopens.