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:

The Gradual Re-Opening of America

This week, a handful of states are allowing nonessential businesses to open, despite objections from some municipalities and residents within their borders. It’s not clear whether a nervous public will resume going to restaurants, salons and gyms. This week will tell us a lot.

Brand Responses to COVID-19

Brands are starting to reengage and – while still tactical and mission/purpose-driven – they also are finding more creative ways to connect with people’s new normal. They are starting to find their voice in a few ways:

  • Recognizing heroes in health, community safety and education
  • Being a creative and emotional outlet
  • Bringing back humor (slowly) with context

The Big Takeaways

Think Individual. We are seeing political views enter the fray of socialdistancing. As a result, tensions that were already high arefinding new outlets of expression and empowering people tohave a voice. While it’s critical to maintain a supportive tone, it’simportant to understand how this pandemic also is becomingpolarizing for many.

Think Trust. As the rhetoric of opening America rages on, misinformation isgrowing (and will continue to do so). Sticking to facts and notoverpromising are ways to continue to build trust andauthenticity.

Think Decision Audits. All decision-making is under scrutiny internally and by the public.  As people embrace and cope with this new reality, a brand/product/service promise is not a bad thing to reinvest in.

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