South Africa, Sept. 21 -- Bronwyn Williams has observed the ways businesses and brands have responded to the crisis, the one being cynical crisis capitalism and the other, authentic brand empathy...

Economically, politically, socially, 2020 has been a difficult year for brands, businesses, countries and consumers alike. Of that there can be no doubt. Crises tend to reveal us - as individuals and organisations - for who we really are, both the good and the bad under the surface is brought to light. One of the ways that brands and businesses have revealed themselves is how their marketing and communication strategies have responded to the manifold crisis affecting their customers. Effectively, I have observed two responses: the first cynic...