With individuals being urged to stay home and self-isolate during the COVID-19 pandemic, media consumption and advertising exposure have drastically increased. These unprecedented times have left many wondering: How should advertisers respond during this crisis? To address the concerns, Environics Research has collaborated with Ogilvy Canada to explore consumer reactions to advertising. By utilizing the Environics Social Values framework to analyze these perceptions, we are able to provide a deeper insight into the underlying motivations that fundamentally drive consumer responses to advertising, providing a guide for navigating the current crisis.

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