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...