We live in unprecedented times. And with all that’s already happened across the globe in 2020, it’s easy to forget that we’re only halfway through the year. But one thing has remained constant and is more true today than ever: the need for advertisers to deliver actionable change.

Brands can no longer use traditional media as vehicles to simply exist in the marketplace. Instead, brands must evolve to live out and act on their values within these platforms.

What this means is simple: Brands must consider, absorb, and reflect the real-world experiences and events that surround them. This requires brands to continuously evolve and respond to the new normal through action grounded in the values that they espouse, promote, and stand behind.

Where can brands even begin?

Read the full article featured on Think with Google.