Trends Report

Use Values-Based Messaging To Emphasize Community And Ease Anxiety

October 21st, 2020
Jim Nail, null
Jim Nail
David Novitzky, null
David Novitzky
With contributors:
Emily Collins , Chahiti Asarpota


Amid the uncertainty unleashed by the pandemic, marketers must enrich their brand messaging with empathy and assurance and tune their brand image to reflect consumers’ “new normal.” Values-based messages include emotional appeals about courage and caring, explicit references to the pandemic, and structured programs that support their customers in dealing with the challenges of COVID-19. For more in-depth help with your messaging strategy, set up an inquiry.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.