Padilla’s Insights + Strategy and Digital/Social teams scanned the news media and social media conversations surrounding the COVID-19 pandemic to bring you the week’s noteworthy developments:


Each day that passes, we collect more and more data on behaviors and habits. Putting that knowledge into action in a short-term strategy is key as most values, motivations and mindsets have (temporarily) shifted.

Overall social buzz continues its downward trend, with notable dips during the weekends. Targeted content strategy is getting hyper specific with a 24/7 approach.

Positive news was driven by various companies creating or donating to relief funds. Negative news centered around general impact on individuals and communities.

Besides searching for “coronavirus small business” and “foster a dog near me,” people Googled “insomnia” and “antibody” most often – hitting all-time highs globally.

Job Security and Safety

As many of us enter a month of quarantine, it’s critical to stay in lock step with people’s emotional state, or messaging will come off as frivolous and tone deaf.

The majority of conversations about jobs are thanking health care workers and other essential employees for going to work to keep us safe. For large businesses, many people discussed how they are working from home to stay safe, whether or not it was mandated. Generally, there is some public shaming of businesses staying open that individuals do not deem essential.

Hygge (a Danish and Norwegian word for a mood of coziness and comfortable conviviality with feelings of wellness and contentment) has become a popular word in the last few years. Presently, brand equity is morphing to have both a larger comfort societal ethos along with how a brand/service can help employees, customers, communities and the world.

For more insights on this week’s coronavirus communications analysis:

For questions, guidance or support with your brand’s communication efforts, Padilla’s COVID-19 Response Team is here to help.