Why Covid-19 Is Transforming the Way We Build Brands

• One of the clearest trends to have emerged from the Covid-19 pandemic is that consumers have changed their shopping habits, with leading retailers suggesting that radical shifts in buying behavior may prove to be permanent.

• To date, the focus has primarily been on purchasing channels – with data demonstrating a rapid shift towards online shopping platforms and an increased willingness among shoppers to trial reduced contact solutions such as Sainsbury’s SmartShop and Target’s Drive Up.

• As consumers become accustomed to ‘the new normal’, there is a wide range of challenges for brand owners to address.

‘It Needs to Be Sustainable, Not Reactive’: WeTransfer on Doing More for Black Creatives

• Following the death of George Floyd and widespread protests against institutional racism, WeTransfer, the file sharing service beloved by creators, has pledged to strengthen support for black creatives.

• Chief creative officer Damian Bradfield tells The Drum how the platform plans to make a lasting difference, and not just become another purveyor of hollow words.

• The George Floyd protests have shone a spotlight on cases of racial discrimination in the US and across the world.

The Unstoppable Growth of Influencer Marketing

• The global influencer marketing platform market size is predicted to grow at a CAGR of 30.6% from 2019 to 2025 and will reach $26.4 billion by 2025.

• Ergo, it makes sense to rope in right influencers or bloggers to stand out in the competitive market.

• Before we delve into finding the right influencers for your brand, let’s quickly understand that the digital space is swamped with influencers from myriad niches.