The novel coronavirus has rocked the world, cratering markets and dominating headlines. No single event has simultaneously impacted the lives of this many people in generations.

Needless to say, these are strange and uncertain times for all, businesses and brands included. Organizations the world over are adapting their communication strategy to match the circumstances, because if one thing is certain, it’s that brands’ messaging must address COVID-19 head-on.

The ads that have best resonated with audiences have not been declarations of discounts or sales announcements - now is not the time for the hard sell. The biggest communication lesson from the pandemic thus far is that empathy trumps opportunism.