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CHAPTER 4-
FUTURE CONSIDERATIONS OF BRANDS BUILDING TRUST DURING TIMES OF NEGATIVE PUBLIC MOOD
INTRODUCTION
The years following the pandemic will be trying for brands even after the lockdowns are over. “The global economy will shrink by 5.2% this year” WGSN (2020) meaning it is invaluable for brands to understand how the consumer mindset has changed during this time. It is important to investigate how brands have already been innovating and where they still need to go to become more desirable to the consumer.
