For brands, it presents a new challenge, and the exceptional nature of the place in which we find ourselves means there is little past experience to draw on. Some are paralysed, and do nothing. Others are hurriedly rolling out ill-thought-out digital marketing campaigns and messaging based on rules belonging to yesterday. The effect can be hugely damaging.

Yet there is an important role for brands amid the panic and confusion. There is an opportunity — arguably more than that, a need — to play a more meaningful, valuable and authentic part in people’s lives.

A survey of more than 35,000 global consumers carried out by Kantar at the end of March shows that just 8% of people thought brands should stop advertising in the current climate. Tellingly, 78% of consumers also believe brands should help them in their daily lives.

Brands must self-examine, and be honest about what they can give and where they fit in today’s new order. Take Microsoft, which has created a remote learning community to connect teachers around the US. Or Adobe, which has made its Creative Cloud desktop apps and distance learning resources free to students until the end of May.

The need to exercise has also come into sharp focus, and live workouts that engender a feeling of connectivity through group participation — albeit virtual — are booming. The Body Coach, Joe Wicks, added almost one million followers to his YouTube channel after the success of his free PE lessons amid the coronavirus lockdown.

Others have thought even more laterally. Iconic guitar brand Fender, for example, is offering free online guitar tutorials. On its Instagram page, it states, quite simply: ‘We’re all going to be spending more time inside — so we might as well make some noise.’

The Telegraph has tapped into readers’ need to engage and connect socially, with the launch of its You Are Not Alone section, sharing advice and tips, from gardening to cooking and caring. Critically, its content will be led by readers, allowing it the fluidity to deliver what people want and need, both of which will continually change. That much is certain.

Others are being clever with their messaging. Nike has been characteristically on-brand with its simple yet inspirational sentiment on social media: ‘If you ever dreamed of playing for millions around the world, now’s your chance. Play inside, play for the world.’

Rolls-Royce was classy and consistent on Instagram, posting an image of its distinctive Spirit of Ecstasy bonnet mascot with the simple words: ‘Stay safe and keep your spirits up.’