Brands need a true ecosystem of reciprocity to navigate a changed consumer dynamic

Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.

The COVID-19 pandemic has painfully laid bare our human vulnerabilities and the volatility of our social construct. Less noticeably, but just as relentlessly, it is also shifting the dynamics between consumers and brands.

With over 60% of global consumers switching brands due to value, availability and quality (McKinsey Consumer Sentiment July 2020), it is more critical than ever for brands to walk the talk.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands