This article is part of a Spotlight series on how retail brands in Australia can balance the opposing trends of DIY and DIFM (do it for me) as consumer priorities shift Read more
Events like COVID, and indeed the GFC or SARS that came before, are moments of truth for brands and marketers – of their purpose, values, commitments but equally their agility, creativity and spirit.
Most importantly, for retail brands to succeed in the economic climates that come with these sorts of events, it is imperative to understand the human truth behind the motivations and...