Making meaning of lockdown: How brands can learn from the first wave of Covid-19 to predict and prepare for consumer response to a second wave

Having reached a stage of acceptance, and a point in time when normality is beginning to return, many people are now in a mindset that the worst of the Covid-19 pandemic is over.

Why it matters

Hope that the worst of the COVID-19 pandemic will be ‘all over by Christmas’ has carried us through, and the beginnings of a return to normality are lifting spirits. If this turns out not to be the case, it will be hard for people to bear – but brand