In a strange way being disconnected from one another has made us more connected. We have replaced our face to face encounters with Zoom quizzes, Houseparty chats, Skype fitness classes, good old fashioned phone calls and more than enough WhatsApp groups to keep us going! Daily we are hearing and telling stories of good deeds, people in our own communities who are reaching out to support their neighbours. Taking pride in being at one with our neighbours. Connecting to share helpful tips from food ideas to crafting tips, games to play and TV to lose yourself in. Brands are also finding themselves part of community conversations. With people discovering new things – sometimes out of necessity, but often out of curiosity. Getting brand messages heard is important, and hearing about them via endorsements within your own network is worth its weight in gold.