H1 2020 in review: 6 months that transformed the marketing industry

Consumer habits rapidly evolved in H1 2020. Here's what could stick; Key marketing stats that define the 1st half of 2020; Some CPG brands face no easy way forward amid historic reckoning with race; Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era July​ 13,​ 2020 | Sign up | Forward

Topic: Mid-year scorecard

Words like "unprecedented" are overused in marketing, but the first six months of 2020 have seen the sector turned on its head in ways that could permanently alter its course. After a relatively quiet kickoff to the year, the industry ground to a halt in mid-March as the novel coronavirus took hold in the U.S. A pandemic would mark for a historic tragedy on its own, but the health crisis was soon joined by a parallel crisis domestically, as people across the country protested the police killing of George Floyd. The cumulative impact of these events is something marketers will contend with for years, and the full consequences still aren't clear. However, recent analyses help to paint a picture of how consumer mindsets are starting to evolve, including through a growing sense of empathy. Below, Marketing Dive has assembled a roadmap for what the consumer could look like in a world fundamentally reshaped by COVID-19 and mass societal unrest. Every year, Marketing Dive also examines the most impactful campaigns from H1. Gauging marketing success is more difficult in a year when many major players froze their spending after the first quarter and remain cautious to advertise around contentious events. Still, some efforts — which we've also collected below — broke through, representing not only brands' enduring spirit of creativity, but also their savvy on the craft level, as companies continued production despite studio closures. Looking ahead to the rest of 2020, very little is certain. COVID-19 cases are again climbing, leading to the reinstatement of lockdown orders in some areas that had started to reopen. People are still taking to the streets daily to protest. But there are some key takeaways for how consumers are thinking differently and what resonates with them in tumultuous times. We hope this special story package provides deeper insights on both fronts. As always, thanks for reading. Peter Adams Reporter, Marketing Dive Twitter | Email   BROUGHT TO YOU BY — Marketing Dive Brand Studio Attributes of High-Performing Marketing Teams In this webinar, explore how marketing leaders can improve the productivity and creativity of their teams through better work management. Register now.   News and Trends Deep Dive 9 pivotal campaigns that show how marketing transformed in H1 Rocked by disruption, marketers were pressed to address both a pandemic and racial injustice amid slashed budgets. Some efforts stood out with fresh creative, a hopeful tone or tangible action. Consumer habits rapidly evolved in H1 2020. Here's what could stick Several trends accelerated by the pandemic, including e-commerce, are becoming integral to marketing strategies, but there may be deeper psychological shifts to consider. Key marketing stats that define the 1st half of 2020 Campaigns, industry changes, spending and results from the first six months, broken down by the numbers. Deep Dive Some CPG brands face no easy way forward amid historic reckoning with race Remaking Aunt Jemima or Uncle Ben, where the characters are baked into brand identity, will require heavy investments. A pandemic-related windfall could help. Deep Dive Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era Calls for public good are on the rise amid the pandemic, which has dispelled myths around cost and created higher expectations for ethical practices.

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