As I write this, 223 million Americans have been ordered to stay home; by the time you read this, many more are likely to be sheltering in place.

In an amazingly short period of time, our work and home lives have been transformed. Home must now serve myriad purposes - including refuge, office, daycare center, school and university lecture room. At the moment, most people are so focused on adjusting to a profoundly different reality that they've haven't noticed the ways in which the pandemic may change society forever.

From a business and marketing perspective, any massive upheaval means consumers have the potential to radically change their habits. These upheavals can be a positive development or an existential threat to a brand's existing customer base. The outcome will depend on how you, as a marketer, respond to the circumstances imposed by the crisis.

It's never been more important for brands to stay top of mind with consumers. Now that everyone, out of necessity, is spending more time online, you have the opportunity to engage them in important ways. At the same time, COVID-19 has evoked a range of emotions, from anxiety and boredom, to a fear of contracting the disease. The brands that will resonate with consumers are those who help alleviate those emotions through emotional support, entertainment, and health tips.