The current crisis caused by COVID-19 has increased consumer expectations regarding corporate social responsibility. This, in turn, is influencing the messages that brands convey to their audiences, according to Laura Corvo, deputy director of apple tree Madrid and member of the Board of Directors of ADECEC, in an article published in Direct Marketing.
Laura points out that as more aware consumers increasingly demand brand activism that aligns with their own values, influencers become an increasingly relevant vehicle to transmit, personalize and amplify the message.
