Consumers decide what products and services are essential—and which are indulgent—depending on how long they’ve been in isolation. That’s one of the findings of new research from neuroscience-marketing firm Neuro-Insight, and it has captured the attention of leading CMOs navigating how best to move forward amid the COVID-19 pandemic.

79% of Americans think brands have a critical role to play in helping people through the crisis. Only 52% of Americans, however, think brands are taking the right steps. After six weeks in isolation, consumers are beginning to exhibit clear behavioral patterns and are expressing their needs in more obvious…