Kantar’s brave new reality for brands

Research agency Kantar believes there is an opportunity for brands as countries emerge from lockdown.

Why it matters

Coming out of lockdown isn’t the end of the pandemic; brands must consider that there may be recurring outbreaks of COVID-19 and further government reactions to those. There’s no more business as usual.


  • Brands cutting their marketing expenditure will have to spend more in the long term than they save now to recover lost revenue.