Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Solidarity
Brands are revamping their logos to show support amid COVID-19.
5.0
Trend score
Trend
What is the Branded Solidarity trend?
Branded Solidarity: To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home.
Insight
The consumer insight behind the Branded Solidarity trend
These isolating times of COVID-19 have left consumers feeling secluded and lacking in community support, especially since consumers feel the only way to stop the spread of the virus is through the lonely practice of social distancing on a large scale. This demographic is looking for ways to feel supported within their community while maintaining their distance, and expect that brands show this support not just in a way that's symbolic, but that's also tangible.
Trend themes
Themes within the Branded Solidarity trend
Three behaviours holding the trend together01
Brands Show COVID-19 Solidarity in Rebrands
Consumers are looking for ways to feel supported within their community while maintaining their distance, and expect that brands show this support not just in a way that's symbolic, but that's also tangible.
02
Brands Encourage Social Distancing Amid COVID-19
During these uncertain times, many consumers are turning to brands that provide community support for compassion and empathy. Brands that respond to crisis and chaos with support will help win consumer loyalty and increase brand awareness.
03
Companies Adjust Logos To Promote Quarantine
The solidarity marketing efforts of fast food chains and other companies show a commitment to encouraging fans to stay indoors during these uncertain times.
Industry implications
What the Branded Solidarity trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies in the food and beverage industry are using creative rebrands to send messages of hope and support to their loyal patrons, and win over new ones during times of stress.
For
Marketing and Advertising
The COVID-19 pandemic has caused disruption in many industries, including marketing and advertising, but it has also provided opportunities for companies to showcase their creativity and compassion where it is most needed.
For
Retail
As consumers seek out brands that demonstrate their commitment to social distancing, companies in the retail industry have the opportunity to adjust their messaging and create new marketing strategies to capture the attention of shoppers in a crowded and shifting marketplace.
Workshop question
How could your brand reflect global concerns in its marketing to reach consumers?
Trend signals
Trend signals for Branded Solidarity
Trend score 5.0 out of 10, from popularity 71%, activity 69%, freshness 9%.
Popularity71%
Activity69%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Solidarity trend
4 featured examples from May 7 to May 13, 2020CategoryMarketing
Social Distancing Rebrands
McDonald's Adapts its Logo in an Act of COVID-19 Solidarity
Food service brands can implement social distancing initiatives and community support to build customer trust and loyalty during the pandemic.
CategoryMarketing
Quarantine-Themed Rebrands
Chiquita Removed its Mascot From Logo Because 'Miss' is "Already Home"
Brands in this sector have an opportunity to connect with consumers in new ways, especially by showcasing their social conscience and empathy.
CategoryMarketing
Solidarity Re-Imagined QSR Logos
Burger King Alters its Tagline on Storefronts to 'Stay Home'
The restaurant industry can leverage creative logo and tagline changes to promote social distancing and reinforce their commitment to customer safety.
CategoryMarketing
Pandemic-Supporting Snack Rebrands
Food Company Ramo Changes Its Name to Send a Message of Hope
The food and beverage industry can adopt similar strategies to Ramo and inspire consumers through uplifting messaging in product rebranding during the pandemic.
