It's the end of the beginning, and the start of the new normal, as COVID-19 lockdowns begin to lift across Europe. With different markets opening at different speeds, and different regions and demographics more or less severely affected, how should brand balance the seriousness of an ongoing pandemic, with the cautious optimism of reopening?
Andrew is joined by Heike Schubert from A+P's Munich office to discuss how brands should start to adapt their communications for the new normal as we start to engage with shops, bars and restaurants again. With Germany a few weeks ahead of the UK in lifting restrictions, what can we learn from the change in consumer behaviour in Germany? And how can brands communicate a crucial message of safety and security to tempt consumers back?
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