The ‘new normal’ is a phrase that we are all currently being bombarded with from many sources as society starts to adjust to life under lockdown and people consider how life may be different once we come out the other side. As the everyday realities of their customers experience changes (some significant, others more subtle), brands are faced with the question of how, or indeed whether, to adapt their marketing to reflect these changes. For many brands the idea of showing slick, aspirational advertising content in a time of global crisis is just not an appropriate option. Then of course there’s the more practical question of how new content is actually going to be created when most of us are confined to our own homes. The days of exotic location shoots and ensemble casts for TV ads are, at least temporarily, gone. In its place we are seeing a seeing a significant rise in the use of user generated content (UGC) in marketing, featuring raw, hand shot footage from staff or customers which is designed to reflect our collective new reality and create an emotional connection with audiences.
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