How Can Brands Sensitively Market Products During COVID-19?

It is oft believed that authenticity is the Golden Rule of branding. And at a time of worldwide confusion, uncertainty and upset, the idea of authentic communication — particularly between brand and consumer — feels wholly apropos, and may be requisite to brands’ continued success and survival. “People want ‘real’ now more than ever,” says Jamie Elden, the chief revenue officer at Shutterstock, the New York-based provider of stock photography, footage, music and editing tools. As brands and retailers struggle to connect with shoppers at a time of crisis, Shutterstock is helping companies keep it real. Here, Elden talks to WWD about empathetic messaging during the coronavirus pandemic, and the ways Shutterstock has helped companies rise above the chaos. WWD: From the perspective of creative assets for marketing and social media, what are some of the logistical challenges that brands and fashion retailers face during the pandemic?  Jamie Elden: Brands are faced with shifting their strategies to focus primarily on connecting with audiences digitally and socially. In addition, photo and production shoots are virtually shut down due to social distancing rules in place nationwide. They’re also finding previously planned campaigns and creative content strategies no longer reflect the reality of their customer’s lifestyles at

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