Leading luxury communications strategist Emma van Haandel believes now is the time for brands to review messaging.
van Haandel, whose firm EVH represents brands such as Fendi and Alex Perry, said content has taken a shift this year.
“As we may just be entering a new era of kindness, it is important that we communicate in a way that uplifts spirit.
“Be considerate and thoughtful about the content and how it might affect your audience.”
She said the first step should be an assessment of the situation and its impact on brand positioning.
“Whilst social channels are taking on a new level of significance and value, first assess the current situation and how it has changed how your brand is perceived and where it now sits in the market.
“This is the time to review your messaging and tone of voice.”
van Haandel added that transparency and flexibility is key.
“Build a genuine rapport with your audience and for your stakeholders for that matter, internal and external.
“Philanthropy is key, and whilst we may all feel we can't afford it in the current economic climate, a random act of kindness can go a long way.”