Consuming Crisis: Commodifying Care and COVID-19 is a crucial account of how consumer culture capitalised on Coronavirus (COVID-19). Francesca Sobande explores how brands claim to care while they encourage people to 'keep calm and consume'.

This critical analysis of the power and politics of marketing examines an eclectic mix of campaigns, content, and experiences. Such work outlines the societal significance of fast-fashion adverts, banana bread's pandemic 'moment', university social media strategies, and how digital technology mediates memories and work.

Based on the belief that brands cannot be activists, Sobande creatively considers how brands construct care, camaraderie, culture, and so-called 'normal' life during times of crisis. Chapter 2 is open access here.

Consuming Crisis is part of SAGE’s ‘Social Science for Social Justice’ series, spearheaded by Delayna Spencer (Senior Commissioning Editor).