Abstract
In this briefing note, we present a preliminary analysis of Covid-branding by companies in Europe and North America during March and April 2020. Our analysis finds that messaging clustered clearly into two ways could engage: ‘Covid-helping’ and ‘Covid-coping.’ These messages of ‘managing the pandemic’ and ‘managing yourself’ frame the consumption of goods and services as a way that consumers can show they care, presenting shopping as a form of everyday heroism. In this way, they make the case that private sector has a role to play in
humanitarian response.
humanitarian response.
Original language | English |
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Place of Publication | Frederiksberg |
Publisher | Centre for Business and Development Studies |
Number of pages | 14 |
Publication status | Published - 7 Aug 2020 |
Series | CBDS Research Briefing |
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Number | 1/2020 |