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Turn of events in the last few years have forced us out of our comfort zone. The global pandemic dramatically affected every facet our lives while the world scrambled to both contain the virus and keep the economy from falling into abyss. One of the economies hit the hardest by the COVID-19 pandemic is the U.S. as about one-fourth of the workforce had filed for unemployment in the first half of 2020. A perfect storm had hit the country with the presidential election due towards the end of the year, as the campaign only further exposed the fallen trust and polarized divide in political beliefs. On the other hand, there were more subtle, fundamental shifts that started resonating among generations involving what is truly relevant to them today and moving forward. Their focus moved to the most intrinsic values like humanism and empathy and placed them at the forefront of enacting change and what they believe will help overcome the challenges in times of uncertainty. We are at a time where the role of communications is more important than ever before. It’s vital for us as communicators of ideas and brands to become the catalysts of restoring relationships, restoring trust, and bestowing a shared vision of the future. This starts with understanding the linkages among communities, discovering mutual values that make us come together, and making the authentic commitment to action. In this presentation, we explore the results from a research using Brodeur’s Relevance Methodology to find out how the pandemic has affected the priorities and perception of Americans, the challenges of civil discourse, and in particular, shifts in Gen Z perceptions around brands and social. We also look at how brands can break through to Gen Z and what drives their purchasing decisions. The session will conclude with a few case examples of brand campaigns conceived through the Relevance Methodology. Never has it been harder to build relevance, but it has also never been a more significant opportunity.