Approaching The ‘Next Normal' With A Sense Of Purpose

“People don’t just buy what you do, they buy why you do it.” This quote from Simon Sinek’s influential book Starts With Why, is a sentiment that has continued to recur in my thoughts over the last few months, in light of how the world continues to change since the coronavirus outbreak.

- Tripti Lochan, Co-CEO, VMLY&R Asia

With the world in lockdown and business priorities shifted to resilience planning amid widespread fear of illness, job losses, and general uncertainty, the world turned a critical eye on the way brands responded to the crisis, with many people turning to social media to remark upon what was good, bad, and downright awful.

Aside from this circus and the widespread discussion that continues to ripple through the industry around how brands should navigate the ‘new normal’, the first half of this year has also served in shining a wider spotlight on issues of social justice and inequality spanning race, gender, and sexual identity, while also pushing conversations around sustainability and the environment.

Exacerbated in times of crisis, it’s no wonder that brands who have done their part to support consumers during these difficult times are also the ones proving most resilient to the increasingly challenging business environment.