Crucial messaging advice to consider ahead of an unprecedented holiday season

With both customers and employees trying to navigate a resurging pandemic and holiday plans, how should organizations craft messages to keep all stakeholders safe?

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The holiday season might feel a little less festive this year.

With the U.S. and Europe staring down another wave of COVID-19 infections and economic shutdowns, organizations need to have a clear plan on how to address what will be a very different November and December from any in living memory.

What are the key messages that both consumers and employees need to hear during this time? What are the risk factors, and how can communicators help plan for the unexpected?

Here are some important items to consider ahead of the November election, Thanksgiving and the December holidays:

1. Consumers are moving online—and shipping operations will be stressed.

Holiday shoppers will buy an unprecedented amount of their holiday purchases online this year as COVID-19 continues to disrupt shopping norms. However, brand managers must think about more than just shifting their marketing messages to digital platforms.

“With the e-commerce boom comes an increased demand in shipping requirements,” says Renee Austin, executive vice president and global corporate lead for Current Global.

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