How can brands help people celebrate missed milestones?

The longer this public health crisis lasts, the more we grieve. We’re grieving for the fact the world won’t be the same anymore, we’re grieving for a lack of safety and connection but, on a personal level, we’re grieving for all the personal milestones we’re having to cancel and/or postpone. How many graduations, weddings, birthdays, anniversaries and even funerals, are passing by without being properly acknowledged/celebrated?

As a way to provide some cheer and support during these time, as well as some good will with new clients, some brands and celebrities are trying to offer ways to help them celebrate these milestones.

Anheiser-Busch’s Natural Light is throwing a virtual graduation ceremony on their Facebook page in May, hosted by Marc Cuban. John Krasinsky hosted a virtual senior prom last week with some very famous guests like Billie Eilish.

Why it’s hot: As more personal milestones get canceled and pass by without closure and proper celebrations and ‘temporary behaviors’ like virtual celebrations become the new normal, there’s opportunity for brands to create a more personal connection with their audience and provide some much needed cheer and hope in difficult times.

And in times when people are adjusting their spend and reconsidering purchases, providing a meaningful experience for consumers in a difficult time can help build goodwill with their audience in the future. And it’s also a unique way to respond to this crisis given every other brand seems to be responding the exact same way.