The coronavirus pandemic has noticeably devastated the U.S. economy, with consumers pulling back on spending as they encounter furloughs, layoffs, and additional economic uncertainty. The crisis is also coinciding with a period of social unrest, amid mass protests and calls for justice after George Floyd’s death in police custody. This leaves the business community in a bit of a quandary as it sorts out how to market brands and products effectively while also being sensitive to the challenges people are facing right now. This is something that can be achieved if businesses focus less on the bottom line, according to marketing experts David Meerman Scott and Dan Oshinsky. Instead of focusing on selling a specific product, businesses can benefit more from focusing on acts of kindness and generosity, as well as building relationships with customers, while also acknowledging what’s happening in the world without sounding forced. Read more at Fortune.